When looking at the sources of a journal by F Guzman I discovered the book on the brand relationship spectrum which discusses four key aspects of a theory used by multi-brand houses.
D Aaker, E Joachimsthaler.
Source:
http://www.iuc-edu.eu/group/sem1_L3/2013%20DNPBM/Lecture%2012%20Brand%20Relationship%20Spectrum.pdf
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