Varumärket som strategiskt konkurrensmedel - Om konsten att bygga upp starka varumärken
In recent years the importance of strong brands has come very much into focus both among theoreticians and practitioners. In order to gain a better understanding of the nature of brand strength, I have chosen to analyse the branding process. The overriding aim of this analysis is to develop a theoretical framework and typology with which to facilitate our understanding of how powerful brands can b
