Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy

Purpose This study aims to compare academic prescriptive models on how to choose a branding strategy on the continuum from a "branded house" to a "house of brands" with real-life branding strategies of leading companies. Design/methodology/approach Data from an executive survey,...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	European journal of marketing 2014-09, Vol.48 (9/10), p.1782-1804
1. Verfasser:	Strebinger, Andreas
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Brand loyalty Brand names Cost control Electronic commerce Executives Financial services Hypotheses Marketing Product lines Service industries Target markets Trends
Online-Zugang:	Volltext
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