Publication year
2006Publisher
Athens : [S.n.]
In
Abstracts, pp. 120Annotation
35th Emac Conference, 23 mei 2006
Publication type
Article in monograph or in proceedings

Display more detailsDisplay less details
Organization
Relatiemanagement - t/m 2007
Organisatieontwikkeling - t/m 2007
Book title
Abstracts
Page start
p. 120
Subject
PARTicipation and New Employment Relations; Relationship ManagementAbstract
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.
This item appears in the following Collection(s)
- Academic publications [204968]
- Electronic publications [103219]
- Nijmegen School of Management [12933]
- Open Access publications [71773]
Upload full text
Use your RU credentials (u/z-number and password) to log in with SURFconext to upload a file for processing by the repository team.