TY  - JOUR
AB  - Defines the purpose of a brand as the profitable continuity of the organization that owns it, and the priority of the brand owner as the determination of the exact group of people for whom it caters and then to establish, maintain and strengthen the growth of the brand. Discusses the issues of brand compatibility, brand personality, brand naming and exploitation of a brand.
VL  - 15
IS  - 3
SN  - 0263-4503
DO  - 10.1108/02634509710165966
UR  - https://doi.org/10.1108/02634509710165966
AU  - van Mesdag Martin
PY  - 1997
Y1  - 1997/01/01
TI  - Brand strategy needs turning back to front
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 157
EP  - 159
Y2  - 2024/04/23
ER  -