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Keywords: Brand chartering
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Journal of Product & Brand Management (1997) 6 (1): 64–77.
Published: 01 February 1997
... the challenges and how to deal with them. This process, called “brand chartering”, has three principal elements: creating and communicating the brand, managing the brand organization, and directing and structuring the brand. Illustrates how this framework is of help in management practice and shows how it can...
