Volume 3, issue 3, December 1995

8 articles in this issue

Changing attitudes to brands

Authors
- John Murphy
- Content type: Editorial
- Published: 01 December 1995
- Pages: 140 - 141
Brand chartering — getting to a common understanding of the brand

Authors
- Helena Rubinstein
- Content type: Practice Paper
- Published: 01 December 1995
- Pages: 145 - 155
Brand strategy: Creating concepts that drive the business

Authors
- Andy Mosmans
- Content type: Practice Paper
- Published: 01 December 1995
- Pages: 156 - 165
Introvert and extrovert brands

Authors
- Irene Inskip
- Content type: Practice Paper
- Published: 01 December 1995
- Pages: 166 - 168
Compositioning — the paradigm-shift beyond positioning

Authors
- Arie Ruttenberg
- Adi Kavizky
- Haim Oren
- Content type: Practice Paper
- Published: 01 December 1995
- Pages: 169 - 179
Profitable multibranding

Authors
- Adrian B Ryans
- Roger A More
- John S Hulland
- Content type: Academic Paper
- Published: 01 December 1995
- Pages: 183 - 196
Legal update

Authors
- Isabel Davies
- Content type: Legal Update
- Published: 01 December 1995
- Pages: 199 - 204
‘Strategic Brand Management: New approaches to creating and evaluating brand equity’

Authors
- Philippe Mihailovic
- Content type: Book Review
- Published: 01 December 1995
- Pages: 207 - 208