search query: @author Chernatony, L. de / total: 22
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| Author: | Chernatony, L. de |
| Title: | 2001, the brand management odyssey (Markenmanagement) |
| Journal: | Journal of General Management
1996 : SUMMER, VOL. 21:4, p. 15-30 |
| Index terms: | |
| Language: | eng |
| Abstract: | It is possible to identify the characteristics of the classical brand management model and, from considering recent changes in brand activity, to question whether the paradigm is shifting and a new model is needed. This paper opens by clarifying the assumptions underpinning the classical brand management model. It identifies some of the recent events that raise doubts about the validity of the classical model. Some of the challenges brands are likely to face are considered and a revised model is proposed. |
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