TY - JOUR
AU - de Chernatony, Leslie
AB - As an intangible asset, the meaning of `brand' varies between managers in the same organization striving to increase their brand's performance. This paper considers from an evolutionary perspective how brand interpretations vary and a unifying definition is postulated.
TI - Towards the holy grail of defining `brand'
JF - Marketing Theory
DO - 10.1177/1470593108100063
DA - 2009-03-01
UR - https://www.deepdyve.com/lp/sage/towards-the-holy-grail-of-defining-brand-oCON00YbFF
SP - 101
EP - 105
VL - 9
IS - 1
DP - DeepDyve
ER -