Distinguishing the brand name element from the branded entity
(2014)
Conference Proceeding
Round, G. (2014). Distinguishing the brand name element from the branded entity.
This development paper looks at the conceptualisation of the brand name element. It asserts that this is inadequately theoretically conceptualised, despite the brand name element forming an important aspect of branding theory and practice. Conflation... Read More about Distinguishing the brand name element from the branded entity.