Publication | Open Access

Trademarks’ relatedness to product and service innovation: A branding strategy approach

Branding Strategy ApproachService InnovationBrand EquityBrand PositioningInnovationPositioning (Marketing)ManagementBusinessBrand LoyaltyBrand DevelopmentBrand StrategyBusiness StrategyMarketing StrategyStrategic ManagementBrand AwarenessMarketingTrademarkBrand Management