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- W2488406427 abstract "In this chapter, the authors offer a strategic platform to pinpoint the variables for developing branding strategies. The case elicits the internal and external aspects of a brand. These two aspects are considered to be the starting point of the strategic roadmap to reach success. A detailed discussion on the brand's internal and external aspects has been made with the help of a successful case. However, the authors go beyond the identification of internal and external aspects of brands and suggest a scheme for arriving at branding strategies. Basically, these two aspects of brands have been matched and a four-cell strategic guideline has been developed. The authors call this four-cell strategic guideline C4 strategy matrix, wherein four types of branding strategies (Continuity, Caution, Change, and Correction) are available." @default.
- W2488406427 created "2016-08-23" @default.
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- W2488406427 date "2015-01-01" @default.
- W2488406427 modified "2023-09-24" @default.
- W2488406427 title "A Case-Based Identification of Internal and External Issues for Branding Strategies" @default.
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- W2488406427 doi "https://doi.org/10.4018/978-1-4666-7393-9.ch001" @default.
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