Mastering brand architecture in a hyper-competitive digital era

Kevin Lane Keller

Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.

Brand architecture in the digital age

This article is part of a series of articles on brand architecture in the digital age. Read more.

Introduction

The technological, cultural, economic and other major shifts that have occurred in the marketing environment...

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