Customer And Brand Manager Perspectives On Brand Relationships: A Conceptual Framework
- Topics:
- Brand Management,
- Brand Strategy
- Tags:
- Brand,
- Branding,
- Marketing,
- University Of Birmingham
- Source:
- University of Birmingham
FREE Registration is required
Overview: Brand extension, co-branding and other associative techniques together with an increasingly communicative environment are resulting in an increasingly complex set of networks and relationships between brands, with singular and multiple relationship forms. There are two key perspectives on these complex relationships, that of the customer and that of the brand owner. This paper uses these two key perspectives to describe and discuss an analytical classification of these relationships as a contribution to the further understanding of this increasingly complex area and suggest some uses of the classification for researchers and brand managers.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: PDF | Size: 136KB | Date: Dec 2004 | Pages: 25
People who downloaded this item also downloaded
 |
Advertising Tracking |
|
Issues in Brand Rejuvenation Strategies |
|
Advertising Research |
