The resilience of the Brand Management System: Historical perspective and current challenges

Isabelle Aimé (), Marie-Eve Laporte () and Fabienne Berger-Remy ()
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Isabelle Aimé: Kedge BS - Kedge Business School
Marie-Eve Laporte: RITM - Réseaux Innovation Territoires et Mondialisation - Université Paris-Saclay
Fabienne Berger-Remy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Date: 2026
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Published in The SAGE Handbook of Brand Management, Sage, pp.3-17, 2026, 978-1-5296-9295-2

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