1000 Hamlets in the Evaluation of the Homo Psychologicus

  • H. Y. Story


How do we evaluate the health of the homo psychologicus? Landor pioneered brand evaluation, but the methodology was systematized by Interbrand. In recent years, Siegel + Gale and FutureBrand are also making waves with their fresh thoughts. A literature review of the methodologies of brand evaluation sets the foundation for more sophisticated understanding of brand health.


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  4. Stern, C. (2006). The Boston Consulting Group on Strategy. Hoboken: Wiley.Google Scholar
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Copyright information

© The Author(s) 2020

Authors and Affiliations

  • H. Y. Story
    • 1
  1. 1.Independent Researcher and ConsultantBeijingChina

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