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