The corporate brand: dealing with multiple stakeholders
Article Abstract:
With reference to brand management in a university business school, the views of multiple stakeholders towards corporate branding are examined. The importance of addressing the gap in stakeholder perspectives of brand is discussed.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2007
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How (and where) the mighty have fallen: branded litter
Article Abstract:
Packaging as a branding strategy is analyzed with reference to Walker's crisps. Post-consumption packaging research has been reviewed.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2006
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Cultural brands/ branding cultures
Article Abstract:
The relationship between culture and business is examined with specific reference to branding.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2005
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