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Title: Validity of brand constellations
Author(s): Jurg, W.; Bloemer, J.M.M. ; Doorewaard, J.A.C.M.
Publication year: 2006
In: Abstracts, pp. 120
Publisher: Athens : [S.n.]
Annotation: 35th Emac Conference, 23 mei 2006
Publication type: Article in monograph or in proceedings

Please use this identifier to cite or link to this item : http://hdl.handle.net/2066/169402   http://hdl.handle.net/2066/169402

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Subject: PARTicipation and New Employment Relations
Relationship Management
Organization: Relatiemanagement - t/m 2007
Organisatieontwikkeling - t/m 2007
Book title: Abstracts
Page start: p. 120
Abstract:
The machine metaphor and the organism metaphor are useful systems metaphors to identify branding problems. However, these metaphors are verbal, while most of the knowledge that brand decision makers have of their brand is implicit. The branding constellation technique is an innovative non-verbal systems metaphor that might bridge this branding problem identification gap. Explorative research revealed its face validity: brand decision makers generated many new, important, actionable ideas to tackle their branding problem; besides, they consider the technique to have enhanced their brand systems thinking; and finally, they regard their branding problem clarified. This was confirmed by observing marketing experts.

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