It was important to ensure that this process was as thorough and unbiased as possible. The authors paid attention to make sure that the literature search balanced specificity (the ability to identify papers that closely match the coverage of the topics) with sensitivity (the ability to find the maximum number of possibly relevant papers of). In order to achieve this objective, the authors organized several workshops to test and confront their different hypotheses. Each author was to establish his own selection of terms and search strategy as well as preliminary results. The selection process has been performed according to inclusion and exclusion criteria agreed by the authors. The inclusion criteria were demonstrated by the relevance of publications or popularity of the brand building theories. The exclusion criteria were