An appropriate guideline to maintain or regain the strength of your brand under increasingly competitive market conditions: Detecting patterns to accept or reject Holt’s theory of cultural branding by a brand genealogy of the Heineken brand in America

Additional Metadata
Keywords	Heineken, Iconic brands, Storytelling, United States of America (USA), Branding
Thesis Advisor	Go, F.M., Driel, H. van
Persistent URL	hdl.handle.net/2105/21563
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Luykx, Q. (2013). An appropriate guideline to maintain or regain the strength of your brand under increasingly competitive market conditions: Detecting patterns to accept or reject Holt’s theory of cultural branding by a brand genealogy of the Heineken brand in America. In Marketing Management.http://hdl.handle.net/2105/21563

An appropriate guideline to maintain or regain the strength of your brand under increasingly competitive market conditions