Brand Worlds: From Articulation to Integration

Pierre Berthon

McCallum Graduate School of Business, Bentley College

Leyland F. Pitt

Segal Graduate School of Business, Simon Fraser University

Ronika Chakrabarti

Lancaster University Management School

Jean-Paul Berthon

Winchester School of Art, University of Southampton

Insights from

Mario Simon

Millward Brown Optimor

INTRODUCTION