The brand product matrix is a useful tool to characterise the product and branding strategy of an organisation. The brand product matrix can be defined as a graphical representation of all the brands ...
Urde, Mats, and Stephen A. Greyser. "The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize." Journal of Brand Management 23, no. 1 (January 2016): 89–117.
The brand product matrix is a useful tool to characterise the product and branding strategy of an organisation. The brand product matrix can be defined as a graphical representation of all the brands ...
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