Advances in corporate branding

• Other Authors: Balmer, John M. T., Powell, Shaun M., Kernstock, Joachim, 1966-, Brexendorf, Tim Oliver, 1973-
• Format: eBook
• Language: English
• Published: London : Palgrave Macmillan, 2016.
• Series: Journal of brand management: advanced collections.
• Subjects: Branding (Marketing); elektronické knihy; electronic books
• ISBN: 9781352000085; 9781352000078
• Physical Description: 1 online resource (219 pages)

This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation o...