Blar i Brage INN på forfatter "Högström, Claes"
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Strategic brand management: Archetypes for managing brands through paradoxes
Högström, Claes; Gustafsson, ,Anders; Tronvoll, Bård (Journal article; Peer reviewed, 2015)Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops ...