The brand, cèst moi

Michael Morley

Chapter 4 in The Global Corporate Brand Book, 2009, pp 53-63 from Palgrave Macmillan

Abstract: Abstract As an exercise to wake my audience and to underline the power of personality in corporate leadership, I opened a lecture at an international management conference with ten portrait photos of chief executives on the screen. Delegates were asked to identify them and name the corporations they led. Nearly all answers were correct. When the logos of the corporations were shown on another screen, 100 percent of answers were correct.

Keywords: Corporate Brand; Rate Brand; Golden Parachute; Brand Reputation; Portrait Photo (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_5

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DOI: 10.1057/9780230239456_5

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