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Comment Building a brand

Author

Listed:
  • Ward, Jan

Abstract

How do you build a brand that encompasses your vision for your company and then maintain its longevity? This comment piece explores the practicalities of establishing a strong, recognisable brand that is nurtured and respected throughout the company. Using good and bad examples of wellknown household names and the journey of how one company, Corrotherm International, has built and fostered its own brand globally.

Suggested Citation

  • Ward, Jan, 2016. "Comment Building a brand," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(2), pages 126-131, June.
    • Handle: RePEc:aza:jbs000:y:2016:v:5:i:2:p:126-131
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    More about this item

    Keywords

    values; identity; character; vision;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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