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Corporate Identities and Successful Branding

In: Corporate Cultures And Global Brands

Author

Listed:
  • Albrecht Rothacher

    (Asia-Europe Foundation, Singapore)

Abstract

Until recently global brands have been seen as licence to print money. With the right label and generous PR budget, sugary lemonades, greasy meat buns, tee-shirts or sports shoes could be sold for a multiple of the original manufacturing costs to an ever growing number of credulous, happy and somewhat simpleminded consumers…

Suggested Citation

  • Albrecht Rothacher, 2004. "Corporate Identities and Successful Branding," World Scientific Book Chapters, in: Albrecht Rothacher (ed.), Corporate Cultures And Global Brands, chapter 1, pages 1-17, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812563057_0001
    as

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