Understanding and managing the brand space

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<title>Understanding and managing the brand space</title>
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<namePart>Berthon, Pierre</namePart>
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<namePart>Holbrook, Morris B.</namePart>
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<namePart>Hulbert, James M.</namePart>
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<abstract>The meaning of a brands is no longer the result of a dialogue between buyer and seller. The article proposes the dimension of abstraction and enactment, which we believe provide a broad and useful perspective on the novel developments taking place in branding today</abstract>
<note type="statement of responsibility">Pierre Berthon, Morris B. Holbrook, James M. Hulbert</note>
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<topic>Fidelización de clientes</topic>
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<topic>Satisfacción del cliente</topic>
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<topic>Efectividad organizacional</topic>
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<topic>Beneficios empresariales</topic>
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<topic>Estrategia empresarial</topic>
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<topic>Dirección estratégica</topic>
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<title>Sloan Management Review</title>
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<identifier type="local">MAP20077000185</identifier>
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<text>nº 2,Vol. 44, Winter 2003 ; p. 49-54</text>
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