Abstract
As an intangible asset, the meaning of 'brand' varies between managers in the same organization striving to increase their brand's performance. This paper considers from an evolutionary perspective how brand interpretations vary and a unifying definition is postulated.
| Original language | English |
|---|---|
| Pages (from-to) | 101-105 |
| Number of pages | 5 |
| Journal | Marketing Theory |
| Volume | 9 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Mar 2009 |
Keywords
- evolving brand spectrum
- brand definition
- brand meanings