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From brand vision to brand evaluation: The strategic process of growing and strengthening brands

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References

  • Cameron, K. and Quinn, R. (2006) Diagnosing and changing organisational culture. San Francisco, CA: Jossey Bass.

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  • Hatch, M.J. and Schultz, M. (2001) Are the strategic stars aligned for your corporate brand? Harvard Business Review February: 128–135.

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Authors and Affiliations

  1. University of Bremen, Bremen, Germany

    Christian Becker

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  1. Christian Becker
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Becker, C. From brand vision to brand evaluation: The strategic process of growing and strengthening brands. J Brand Manag 18, 367–369 (2011). https://doi.org/10.1057/bm.2010.51

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  • DOI: https://doi.org/10.1057/bm.2010.51

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