Beta-i : analyzing the gap between brand identity and brand image
Enterprises are constantly challenged by the changing environment and market conditions. Brands are a key resource that companies possess to differentiate themselves from competitors. In order to assure effective branding strategies are being implemented, there is a need to evaluate the gap between...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2018
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| Texto completo: | http://hdl.handle.net/10400.14/25935 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/25935 |