haku: @indexterm marketing strategy / yhteensä: 884
viite: 5 / 884
| Tekijä: | Hudson, B. T. |
| Otsikko: | Brand heritage and the renaissance of Cunard |
| Lehti: | European Journal of Marketing
2011 : VOL. 45:9/10, p. 1538-1556 |
| Asiasana: | marketing strategy brands history |
| Kieli: | eng |
| Tiivistelmä: | This article aims to illustrate and validate the concept of brand heritage. The paper is based on historical research methods and provides a profile of the Cunard Line. The article show that heritage is important to the brand identity of Cunard. The case of Cunard demonstrates the nature and power of the brand heritage concepts. |
SCIMA