Browsing BI Open by Author "Tronvoll, Bård"
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Strategic brand management: Archetypes for managing brandsthrough paradoxes
Högström, Claes; Gustafsson, Anders; Tronvoll, Bård (Journal article; Peer reviewed, 2014)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 a ...