The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge
作者： David A Aaker , Erich Joachimsthaler
DOI: 10.1177/000812560004200401
关键词: Brand relationship 、 Brand extension 、 CLARITY 、 Advertising 、 Corporate branding 、 Brand awareness 、 Brand architecture 、 Business 、 Marketing 、 Brand equity 、 Brand management
摘要: … For example, a successful, energetic new product or an established market leader brand can enhance an endorser. Thus, when Nestle bought Kit-Kat, a leading chocolate brand in the …
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