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Brand Relationship Spectrum: The Key to the Brand Architecture Challenge

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Subjects Covered
Brand equity
Brand management
Brands
Corporate strategy

by
David A. Aaker,
Erich Joachimsthaler

Source: California Management Review

17 pages.
Publication Date: Jul 01, 2000. Prod. #: CMR177-PDF-ENG

Brand Relationship Spectrum: The Key to the Brand Architecture Challenge Harvard Case Study Solution and HBR and HBS Case Analysis

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