Brand associations as a design driver
This thesis presents an exploratory study over the constructive parameters of an 'emerging' brand through consumer associations. Streams of research for brand study, academic and business practice, were brought together to provide a robust basis. A number of challenges apparent in the comm...
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Cranfield University
2004
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.409506 |