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| Author: | Knox, S. Bickerton, D. |
| Title: | The six conventions of corporate branding |
| Journal: | European Journal of Marketing
2003 : VOL. 37:7-8, p. 998-1016 |
| Index terms: | Brands Corporate image Action research |
| Language: | eng |
| Abstract: | Based on the findings of recent fieldwork, the authors outline six new conventions for understanding the process of nurturing and managing a corporate brand management, "the visual, verbal and behavioural expression of an organisation's unique business model". |
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