Corporate Identities and Successful Branding

Albrecht Rothacher ()

Chapter 1 in Corporate Cultures and Global Brands, 2004, pp 1-17 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractUntil 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…

Keywords: Corporate Cultures; International Branding; Global Marketing; Corporate Succession; Case Studies; Limits to Globalisation; National Corporate Identities; Mars; Sprungli-Lindt; Kikkoman; McDonald's; Coke; Zubrovka; Ikea; Seibu-Season; Benetton; Nike; Nokia; Sony; Virgin; Toyota; Fiat; DaimlerChrysler; BMW; Rover; Lego; Disney (search for similar items in EconPapers)
JEL-codes: F1 (search for similar items in EconPapers)
Date: 2004
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