Abstract
As explained in the Introduction, strong brands play an important role both financially and strategically for organizations. In discussing what constitutes a strong, or successful, brand, de Chernatony and McDonald (1998) comment that “A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique, sustainable added values which match their needs most closely.”
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© 2010 Sue Bridgewater
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Bridgewater, S. (2010). Brand relationships in football. In: Football Brands. Palgrave Macmillan, London. https://doi.org/10.1057/9780230281363_3
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DOI: https://doi.org/10.1057/9780230281363_3
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-31285-6
Online ISBN: 978-0-230-28136-3
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