Simoes, Claudia and Dibb, Sally
(2001).
| DOI (Digital Object Identifier) Link: | http://doi.org/10.1108/13563280110409854 |
|---|---|
| Google Scholar: | Look up in Google Scholar |
Abstract
Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini-case studies to explore the issues in the branding debate and to illustrate how brand management is changing in response to market and environmental changes.
| Item Type: | Journal Article |
|---|---|
| ISSN: | 1356-3289 |
| Keywords: | Brands; corporate identity; literature; marketing |
| Academic Unit/Department: | Faculty of Business and Law (FBL) > Business Faculty of Business and Law (FBL) |
| Interdisciplinary Research Centre: | Innovation, Knowledge & Development research centre (IKD) |
| Item ID: | 2046 |
| Depositing User: | Users 12 not found. |
| Date Deposited: | 02 Jun 2006 |
| Last Modified: | 02 Aug 2016 12:52 |
| URI: | http://oro.open.ac.uk/id/eprint/2046 |
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