TY  - JOUR
AB  - Branding may be one of the most important decisions made by marketing managers. Since it is done somewhat sporadically, there are no strict guidelines provided by the companies to assist the managers in this task. Academic research also has not helped. While there is a tremendous amount of descriptive and normative research on the topic, it is somewhat fragmented in nature. Synthesizes findings from descriptive and normative studies on branding in the literature, and also from related fields. Integrates these with their own practical insight to recommend a step‐by‐step approach to building brand names.
VL  - 14
IS  - 3
SN  - 0736-3761
DO  - 10.1108/07363769710166792
UR  - https://doi.org/10.1108/07363769710166792
AU  - Kohli Chiranjeev
PY  - 1997
Y1  - 1997/01/01
TI  - Branding consumer goods: insights from theory and practice
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 206
EP  - 219
Y2  - 2024/04/19
ER  -