brand management

Branding schools of thought


"Brand managers do not report any systematic initiatives to connect to brand theory or research" (*Redler and Schmidt, 2022). It was terrific to catch up again with a good friend and prolific brand management researcher, Prof Holger J. Schmidt, during his recent visit to Cape Town as the keynote speaker at our Brand and Digital [...]

Branding schools of thought2023-11-18T18:34:13+02:00
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