Journal Article

Three Questions You Need to Ask About Your Brand

Harvard Business Review
Author(s)

Kevin Keller

Brian Sternthal

Alice M. Tybout

This article examines strategies for sound brand positioning with emphasis on developing an appropriate frame of reference.
Date Published: 2002
Citations: Keller, Kevin, Brian Sternthal, Alice M. Tybout. 2002. Three Questions You Need to Ask About Your Brand. Harvard Business Review. (9)80-86.