(Re)inventing the brand

Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.

Year

2001

Language

English

Publisher

Kogan Page

Editions

1

Pages

224

ISBN

9780749435936

Data source: Wikidata