Browsing BI Open by Author "Pappas, Ioannis"

Now showing items 1-1 of 1

    • 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 ...