Corporate Branding

Corporate Branding

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The book confronts the challenges and dilemmas of corporate brand management and offer new insights into how corporate brands can be studied and managed.Harley owners, on the other hand, are getting the chance to get close to the organization, the local dealer, and other Harley owners. ... Muniz aamp; Oa#39;Guinn, 2005; Oa#39;Guinn aamp; Muniz, 2005) have identified several commercial advantages associated with communities of ... For example, BMWa#39;s Minis received widespread criticism from Mini Clubman and Mini Cooper owners (Broderick, Maclaran and Ma, 2003).

Title:Corporate Branding
Author:Majken Schultz, Mi Antorini Yun, Fabian F. Csaba
Publisher:Copenhagen Business School Press DK - 2005


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