Overview

This work conceptualizes brand architecture, examining how brands relate to each other and the dawn of Internet branding. It draws on more than 300 case studies of brand strategy from leading firms such as Ralph Lauren Polo Sport and Virgin Airlines.
ISBN-13

9780684866451

ISBN-10

0684866455

Format

Hardcover

Pages

xii, 350 pages

Publisher

FREE PRESS

Published On

2000-06-05


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