Abstract
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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Story, H.Y. (2020). 1000 Hamlets in the Evaluation of the Homo Psychologicus. In: The Rational Homo Psychologicus. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-32-9503-2_4
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DOI: https://doi.org/10.1007/978-981-32-9503-2_4
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