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  • 1.
    Uggla, Henrik
    Företagsekonomiska institutionen Stockholms Universitet.
    Building and Sustaining brand equity in the imaginary organization:: rationale, criteria and modelling2001In: Managing Imaginary Organizations: A new Perspective on business / [ed] Hedberg Bo, Baumard Philippe & Yakhlef Ali, Oxford: Pergamon Press, 2001, 1, p. 1-174Chapter in book (Refereed)
  • 2.
    Uggla, Henrik
    Associate Professor at INDEK, Stockholm, Sweden.
    Make or buy the brand:: Strategic direction of brand management2014In: Strategic Direction, ISSN 0258-0543, E-ISSN 1758-8588, ISSN 0258-0543, Vol. 30, no 3, p. 1-3Article in journal (Refereed)
    Abstract [en]

    Purpose

    The purpose of this paper is to unfold the strategic direction of different brand management paradigms.

    Design/methodology/approach

    The paper is based on comparison between diverse brand management paradigms.

    Findings

    A make or buy approach to brand management eventually allows for an improved integration of brand strategy with business strategy, compared to more traditional approaches.

    Practical implications

    The perspectives and ideas discussed may potentially encourage a more entrepreneurial and business oriented approach to brand management.

    Originality/value

    The value of this paper emerge from the juxtaposition of different approaches to brand management, unfolding alternative approaches to the integration of brand and business strategy.

  • 3.
    Uggla, Henrik
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
    Marknadsföring av lyx och Premium2017 (ed. 1)Book (Other academic)
  • 4.
    Uggla, Henrik
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
    Varumärkesarkitektur: strategi teori & kritik2001 (ed. 1)Book (Other academic)
  • 5. Wildenstam, Per
    et al.
    Uggla, Henrik
    Marknadsföring Modeller och Principer2020 (ed. 5)Book (Other (popular science, discussion, etc.))
1 - 5 of 5
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