haku: @author Urde, M. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Urde, M. |
| Otsikko: | Core value-based corporate brand building |
| Lehti: | European Journal of Marketing
2003 : VOL. 37:7-8, p. 1017-1040 |
| Asiasana: | Brands Corporate image Case studies |
| Kieli: | eng |
| Tiivistelmä: | The article is based on research into the brand building efforts of more than 50 major companies over a period of ten years. The Volvo case is used as an illustration and places special emphasis on internal processes. The role of the core values in the ten steps of the framework is explored and illustrated. |
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