Facing up to 'separate but together' brand positioning
Appleton, Simone,Journal of Marketing, 2006, 21 (2006),
publicationName = "Future Publishing",
issn = "1811-9565",
abstract= "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."
language="English",
type="Journal Article"