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9789052017938

European Business and Brand Building

by ; ; ; ;
  • ISBN13:

    9789052017938

  • ISBN10:

    905201793X

  • Format: Paperback
  • Copyright: 2012-03-21
  • Publisher: Peter Lang Pub Inc
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Supplemental Materials

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Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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Excerpts

A strong brand is a key factor in business success, both in the short-term and in the long-term. Brands help to provide a better understanding of the corporate and commercial culture of different firms. A brand reveals the knowledge capital held by a company, but also often reflects the perception of the firm held by consumers and stake-holders. The book explores the historical process of building some of the most famous brands among European businesses and examines the extent to which the brands have contributed to the image of the firms and their differentiation against competitors in the industry.

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