Press article, video or other popular media
Year
2006
Authors
NYECK Simon, VEG N.
Abstract
The paper discusses the brand gender and its implications on brand extension. Two cases illustrate the concept through extensive analysis of brand communication tools.
NYECK, S. et VEG, N. (2006). Genre de la marque et conquête de nouveaux marchés. Les Echos, pp. 2-3.