Blar i BI Open på forfatter "Pappas, Ioannis"
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Broad vs. Narrow brand positioning: Effects on competitive brand performance
Olsen, Lars Erling; Pappas, Ioannis; Samuelsen, Bendik Meling; Warlop, Luk (Peer reviewed; Journal article, 2022)Purpose –Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing ...