Commitment 9: Give Your Value Proposition the Four Design Drivers

Yasushi Kusume and Neil Gridley

Chapter 9 in Brand Romance, 2013, pp 125-136 from Palgrave Macmillan

Abstract: Abstract Although he is no longer an active sportsman, one sport Yasushi was passionate about during his student days was skiing. Now that he’s stopped, he admits to being completely out of touch with current equipment and trends, but he still remembers a number of well-known brands from that time that he yearned to own. One of them was a pair of ski boots from a classic French brand.

Keywords: Brand Image; Brand Extension; Strong Brand; Original Brand; Brand Experience (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-36901-7_10

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DOI: 10.1057/9781137369017_10

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