haku: @journal_id 571 / yhteensä: 1184
viite: 935 / 1184
| Tekijä: | Chernatony, L.D. |
| Otsikko: | Formulating brand strategy |
| Lehti: | European Management Journal
1991 : JUNE, VOL. 9:2, p. 194-200 |
| Asiasana: | BRANDS CORPORATE STRATEGY MATRIX MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | Use of a matrix to classify different types of brands, allowing managers to allocate resources and improve their brand strategy. Formulating brand strategy. Manufacturer. Distributors. Consumers. Competitors. Evaluating distributor attractiveness. Matching resources to brand types. The de Chernatony-McWilliam matrix. Low-high representationality, and low-high functionality. Three Figures and a Table illustrate the study. |
SCIMA