The individual brand and the multi-brand strategies

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Single n umbrella branding

SME Solutions - Multi-brand business model enables a company to market several same types of products as competitors, each under its own specific brand name. A multi-brand strategy is beneficial to secure

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Dan-Cristian DABIJA, Professor (Full), Professor, Babeş-Bolyai University, Cluj-Napoca, UBB, Department of Marketing

PDF] Multi-brand loyalty in consumer markets: a qualitatively-driven mixed methods approach

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