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The Brand: What it is, how it Builds Value and why we Grow Fond of it

In: Lifestyle Brands

Author

Listed:
  • Stefania Saviolo
  • Antonio Marazza

Abstract

We are certainly not the first to be talking about brands, and numerous contributions and points of view have been offered about the subject over recent years—so numerous in fact that students and managers get lost in the vast territory of definitions and interpretative models.

Suggested Citation

  • Stefania Saviolo & Antonio Marazza, 2013. "The Brand: What it is, how it Builds Value and why we Grow Fond of it," Palgrave Macmillan Books, in: Lifestyle Brands, chapter 2, pages 15-34, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28593-5_3
    DOI: 10.1057/9781137285935_3
    as

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