Design-led brand management: a new territory

Catarina Lelis, Beatriz Itzel Cruz-Megchun, Yujia Huang

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

    Original languageEnglish
    Title of host publicationA Research Agenda for Brand Management in a New Era of Consumerism
    EditorsCeridwyn King, Enrique M. Murillo
    Place of PublicationCheltenham
    PublisherEdward Elgar Publishing
    Chapter1
    Pages17-34
    Number of pages18
    ISBN (Electronic)9781803925516
    ISBN (Print)9781803925509
    Publication statusPublished - 15 Sept 2023

    Publication series

    NameElgar Research Agendas
    PublisherEdward Elgar Publishing Limited

    Keywords

    • Brand Design
    • Human-centred design
    • Brand Interactions
    • Design Thinking
    • Brand Core
    • Brand Identity

    ASJC Scopus subject areas

    • General Business,Management and Accounting
    • General Arts and Humanities

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