1. Managing the most important assets: Brand equity
2. Bailey II, I.W. and Schechter, A.H. (1994, “The corporation as brand: an identity dilemma”,Chief Executive, Vol. 98, pp. 42‐5.
3. Organization Science, Managers, and Language Games
4. Biggar, J.M. and Selame, E. (1992, “Building brand assets”,Chief Executive, Vol. 78, pp. 36‐9.
5. Brown, L.C. (1994, “New ‘mental models’ for credentialing and peer review”,Health Systems Review, Vol. 27, pp. 37‐9.