The pillars — creating the brand foundation

Michael Morley

Chapter 14 in The Global Corporate Brand Book, 2009, pp 172-179 from Palgrave Macmillan

Abstract: Abstract There are many routes to the creation of a global corporate brand. Or, as is more frequent, taking an existing corporation and defining or redefining it as a brand. And there are as many different proprietary methodologies offered by branding consultants as there are routes. Often they are described as unique, as if the promoted procedure includes the secret formula of the next Coca-Cola.

Keywords: Brokerage Firm; Rate Brand; Brand Strategy; Core Insight; Strategy Development Process (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1057/9780230239456_15

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