Abstract
Philips represents an effective example of how brand positioning can be founded on an analysis of the company’s past.
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© 2009 Michele Fioroni and Garry Titterton
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Fioroni, M., Titterton, G. (2009). From the Rediscovery of its Roots to “Sense & Simplicity”: The Case of Philips. In: Brand Storming. Palgrave Macmillan, London. https://doi.org/10.1007/978-0-230-23351-5_18
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DOI: https://doi.org/10.1007/978-0-230-23351-5_18
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-30800-2
Online ISBN: 978-0-230-23351-5
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