The Global Corporate Brand Book

The Global Corporate Brand Book

4.11 - 1251 ratings - Source

This book explores the connections between corporate brands, reputation, perceptions and image and shows how reputation can be enhanced and brand equity strengthened over the long termBut twice it has been purchased for a significant sum, first by Ford in 1990, which owned Jaguar for 18 years without making ... Such transactions are similar to arrangements under which corporations license the use of a brand name owned byanbsp;...

Title:The Global Corporate Brand Book
Author:Michael Morley
Publisher:Palgrave Macmillan - 2009-05-14


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