The brand house

Michael Morley

Chapter 1 in The Global Corporate Brand Book, 2009, pp 12-19 from Palgrave Macmillan

Abstract: Abstract Take a close look at the annual “Top Brands” survey conducted by Inter-brand for BusinessWeek. It is a testament to the power of the corporate-product brand entity, in which the corporate name and the name of its principal products are identical.

Keywords: Hedge Fund; Brand Equity; Product Brand; Corporate Brand; Brand 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_2

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DOI: 10.1057/9780230239456_2

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