oa Journal of Marketing - Facing up to 'separate but together' brand positioning

Volume 2006, Issue 04
  • ISSN : 1811-9565



Most corporates and their brands are inextricably linked, with the core values and 'mission' of the organization forming a familiar association in consumers' minds through the publicized or advertised brand. For some companies this has always been the case; for others, effectively creating this association between the corporation and its brand(s) remains a challenge.

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