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European Business and Brand Building - New

By: (Edited by) Andrzej K. Kozminski , (Edited by) Carles Manera , (Edited by) Hubert Bonin , (Edited by) Luciano Segreto

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Ksh 7,350.00

Format: Paperback / Softback

ISBN-10: 905201793X

ISBN-13: 9789052017938

Edition: New

Publisher: Presses Interuniversitaires Europeennes

Imprint: Presses Interuniversitaires Europeennes

Country of Manufacture: BE

Country of Publication: GB

Publication Date: Mar 21st, 2012

Print length: 268 Pages

Weight: 376 grams

Dimensions (height x width x thickness): 15.20 x 22.00 x 1.50 cms

Product Classification: 21st century history: from c 2000 -
Production & quality control management
Sales & marketing management

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A strong brand is a key factor in business success, both in the short-term and in the long-term. Brands help to provide a better understanding of the corporate and commercial culture of different firms. A brand reveals the knowledge capital held by a company, but also often reflects the perception of the firm held by consumers and stake-holders.
The book explores the historical process of building some of the most famous brands among European businesses and examines the extent to which the brands have contributed to the image of the firms and their differentiation against competitors in the industry.

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