Abstract
This paper presents, then explains, a model to grow and sustain brands strategically. It adopts a more balanced perspective than existing models, since it builds on the asset of knowledgeable and committed staff whose values ideally align with the brand's values. The model encourages a multifunctional brand team progressing through the phases of strategy to tactics to implementation.
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de Chernatony, L. A model for strategically building brands. J Brand Manag 9, 32–44 (2001). https://doi.org/10.1057/palgrave.bm.2540050
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DOI: https://doi.org/10.1057/palgrave.bm.2540050