Capturing the essence of a brand from its history: The case of Scottish tourism marketing

Journal of Brand Management

Volumn 13, Issue 2, 2005, Pages 134-147

  Yeoman, Ian ^a   Durie, Alastair ^b   McMahon Beattie, Una ^b   Palmer, Adrian ^b  

^a Scenario Planning   (United Kingdom)

^b NONE

Author keywords

advertising; brand; brand building; consumer goods; consumers; e branding; e tailing; electronic; equity; fast moving; FMCG; international; Internet; management; marketing; measurement; personality; strategy; valuation

Indexed keywords

EID: 34047118140     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/palgrave.bm.2540253     Document Type: Article

References (0)