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Three Questions You Need to Ask About Your Brand, Harvard Business Review
This article examines strategies for sound brand positioning with emphasis on developing an appropriate frame of reference.
Kevin Keller, Brian Sternthal, Alice M. Tybout
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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