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| Tekijä: | Hanby, T. |
| Otsikko: | Brands - dead or alive? |
| Lehti: | Journal of the Market Research Society
1999 : JAN, VOL. 41:1, p. 7-18 |
| Asiasana: | MARKET RESEARCH BRANDS FUTURE |
| Kieli: | eng |
| Tiivistelmä: | This paper examines the classical conception of brands, before discussing changing views in modern and postmodern brand literature. The implications of brands as holistic entities with many of the characteristics of living beings lead into a discourse on metaphor and how this relates to both brands and organizations. The author reviews the deep structures (root metaphors) that underpin the two main conceptions of brands that have dominated theory and practice over the last fifty years. |
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