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Journal Articles

The brand core and its management over time

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Mats Urde
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2016) 25 (1): 26–42.
https://doi.org/10.1108/JPBM-05-2015-0875
Published: 21 March 2016
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Journal Articles

The Nobel Prize: the identity of a corporate heritage brand

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Mats Urde, Stephen A Greyser
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2015) 24 (4): 318–332.
https://doi.org/10.1108/JPBM-11-2014-0749
Published: 20 July 2015
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Journal Articles

Market and brand-oriented schools of positioning

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Mats Urde, Christian Koch
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2014) 23 (7): 478–490.
https://doi.org/10.1108/JPBM-11-2013-0445
Published: 11 November 2014
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