Middle-age brand identity crisis

Middle-age brand identity crisis

Objective: This paper aimed to provide a systematic review of brand identity and understand how literature streams impact the current brand identity frameworks. Method: There are few systematic reviews about this salient topic, and the existing ones have not analyzed how the research in brand ide...

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Bibliographic Details
Main Authors: Antonio Pedro Alves, Fabiano Rodrigues, Vivian Iara Strehlau
Format: Article
Language:English
Published: Escola Superior de Propaganda e Marketing - ESPM 2023-03-01
Series:Internext: Revista Eletrônica de Negócios Internacionais
Subjects:
Brand Identity
Brand Management
Brand Essence
Brand Strategy
Taxonomy
Systematic Review
Online Access:https://internext.espm.br/internext/article/view/719

Internet

https://internext.espm.br/internext/article/view/719

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