Rebranding the corporation

Michael Morley

Chapter 12 in The Global Corporate Brand Book, 2009, pp 145-157 from Palgrave Macmillan

Abstract: Abstract In a dynamic and globalizing economy the one thing you can be sure of is the constancy of change — technological, societal and political. Add to this the speed of change and it is clear that only the most agile businesses will survive and prosper. Brands must use the winds of change to propel themselves into a stronger position or be blown off course and, on occasion, into oblivion.

Keywords: Brand Image; British Airway; Agile Business; Royal Mail; Global Supply Chain Management (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_13

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DOI: 10.1057/9780230239456_13

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