Building and managing a successful brand with the three Cs: Consistency, clarity and conformity

Author：  

Publisher： Emerald Group Publishing Ltd

ISSN： 0258-0543

Source： Strategic Direction, Vol.23, Iss.1, 2007-01, pp. : 19-22

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

Brand ‘infrastructure’ in nonprofit organizations: Challenges to successful brand building?

By Chapleo Chris  

Journal of Marketing Communications, Vol. 21, Iss. 3, 2015-05 ,pp. : 199-209

Routledge Ltd

Access to resources Recommend Favorite

Brand alliances: the role of brand concept consistency

By Lanseng Even Johan   Olsen Lars Erling  

European Journal of Marketing, Vol. 46, Iss. 9, 2012-09 ,pp. : 1108-1126

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Brand and category design consistency in brand extensions

By Goh Yi Sheng   Chattaraman Veena   Forsythe Sandra  

Journal of Product and Brand Management, Vol. 22, Iss. 4, 2013-07 ,pp. : 272-285

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Measuring and managing brand loyalty

By Knox Simon   Walker David  

Journal of Strategic Marketing, Vol. 9, Iss. 2, 2001-06 ,pp. : 111-128

Routledge Ltd

Access to resources Recommend Favorite

Understanding brand equity for successful brand extension

By Pitta Dennis A   Katsanis Lea Prevel  

Journal of Consumer Marketing, Vol. 12, Iss. 4, 1995-04 ,pp. : 51-64

Emerald Group Publishing Ltd

Access to resources Recommend Favorite