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| Tekijä: | Binstock van Rij, J. |
| Otsikko: | Trends, symbols and brand power in global markets. The business anthropology approach (Markenimage) |
| Lehti: | Strategy and Leadership
1996 : NOV-DEC, VOL. 24:6, p. 19-24 |
| Asiasana: | |
| Vapaa asiasana: | UNTERNEHMENSSTRATEGIE, MARKETINGSTRATEGIE, KUNDE |
| Kieli: | eng |
| Tiivistelmä: | Brand image has become the very core of business strategy. The author uses a business anthropology approach to track the influence of the images, myths, and metaphors of television and American films on the brand image standards and perceptions of customers in the world's markets. |
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