The Conceptual Framework For Brands In Transition

The author looks at the concept of 'brands in transition' and develops the theory that brands can stay ahead by managing 'change' through four stages: market mapping, internalising, conceptualising and actualising.

The Conceptual Framework For Brands In Transition

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Gary Szenderski, Szenderski/Rohani Worldwide

If your company is not experiencing any changes or initiating some modifications to its brand strategy, it will. If your company...