Sökning: "Brand Portfolio Star"

Hittade 1 avhandling innehållade orden Brand Portfolio Star.

1. 1. Brand Architecture from Above : Understanding the Customer Disconnect

   Författare :Per Åsberg; Henrik Uggla; Mats Urde; KTH; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand portfolio; Brand architecture; perceptual alignment; consumer perception; Brand Concept Map; Brand Portfolio Star; Conceptual Integrated Multi-dimensional Architecture CIMA model; Industrial Economics and Management; Industriell ekonomi och organisation;

   Sammanfattning : Global business is transforming. Information technology in general, and the Internet specifically, has globalized business and empowered the consumer with more information and choice than ever before. Consequently, academic research into brand portfolios and brand architecture is faced with new challenges to reflect this changing reality. LÄS MER