Pallini, K.Schillewaert, NielsGoedertier, Frank2021-07-132021-07-132020http://hdl.handle.net/20.500.12127/6959Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand. But in this abundance of models and theories, marketers might find themselves lost in translation.enBrands50332