New challenges in brand management
Abstract
Purpose This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management. Design/methodology/approach This is an editorial based mainly on an extensive and broad literature review on brand management. Findings First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it...
Paper Details
Title
New challenges in brand management
Published Date
Dec 12, 2018
Volume
22
Issue
3
Pages
254 - 271
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Notes
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