The house of brands

Michael Morley

Chapter 2 in The Global Corporate Brand Book, 2009, pp 20-35 from Palgrave Macmillan

Abstract: Abstract Many of the world’s most outstandingly successful brands are owned by corporations that are much lesser known to the general public. And in the past many liked it that way.

Keywords: Brand Equity; Product Brand; Corporate Brand; Employee Brand; Brand Family (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23945-6_3

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DOI: 10.1057/9780230239456_3

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