Turning tradition on its head: what’s the risk of changing a brand’s essence?: an analysis of empirical findings related to the role of essence in brand (re)positioning strategies : the case of Coca-Cola

Additional Metadata
Keywords	Authenticity, Brand essence, Credibility, Repositioning, Brands
Thesis Advisor	Rekom, J. van, Jacobs-Belschak, G.
Persistent URL	hdl.handle.net/2105/23835
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA Style AAA Style APA 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	Burghardt, L. (2013, September 16). Turning tradition on its head: what’s the risk of changing a brand’s essence?: an analysis of empirical findings related to the role of essence in brand (re)positioning strategies : the case of Coca-Cola. Marketing Management. Retrieved from http://hdl.handle.net/2105/23835

Turning tradition on its head: what’s the risk of changing a brand’s essence?