Abstract
The relationship between a brand and the category it belongs to is a particularly critical and complex factor.
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© 2009 Michele Fioroni and Garry Titterton
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Fioroni, M., Titterton, G. (2009). Brand and Category: A Complex Relationship. In: Brand Storming. Palgrave Macmillan, London. https://doi.org/10.1007/978-0-230-23351-5_13
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DOI: https://doi.org/10.1007/978-0-230-23351-5_13
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-30800-2
Online ISBN: 978-0-230-23351-5
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