haku: @freeterm Unternehmensstrategie / yhteensä: 518
viite: 285 / 518
| Tekijä: | Balmer, J. M. T. |
| Otsikko: | Corporate branding and connoisseurship (Markenmanagement) |
| Lehti: | Journal of General Management
1995 : AUTUMN, VOL. 21:1, p. 24-46 |
| Asiasana: | |
| Vapaa asiasana: | UNTERNEHMENSSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | The building of corporate identity underpins corporate brand management. This article will explain the raison d'etre of corporate brand management, llustrate its eclectic nature, provide a simple model of corporate identity formation which underpins corporate brand management, comment on different approaches to corporate brand management and provide a checklist for evaluating a corporate brand. |
SCIMA