Brands and branding: managing the tangible presence of an intangible resource

Authors

Preeti Krishnan Lyndem, Indian Institute of Management BangaloreFollow

Document Type

Article

Publication Title

Business Review

Publication Date

1-10-2016

Publisher

Business Review

Volume

Vol.10

Recommended Citation

Lyndem, Preeti Krishnan, "Brands and branding: managing the tangible presence of an intangible resource" (2016). Faculty Publications. 451.
https://research.iimb.ac.in/fac_pubs/451