Brand-Based Strategy and Structure: The Scandinavian Experience

Carsten Dahlman

Chapter 11 in Brand Power, 1994, pp 189-208 from Palgrave Macmillan

Abstract: Abstract For decades the Scandinavian market has not taken much notice of branding. But a number of recent events have combined to change this indifference, with the result that branding has now become of central importance to many Scandinavian businesses.

Keywords: Corporate Management; International Joint Venture; Corporate Brand; Brand Management; Marketing Department (search for similar items in EconPapers)
Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-12840-2_12

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DOI: 10.1007/978-1-349-12840-2_12

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