European business and brand building
著者
書誌事項
European business and brand building
P.I.E. Peter Lang, c2012
大学図書館所蔵 全2件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
"The papers of this book were first presented at a conference organised by the ICCA in Warsaw, in March 2007, with the support of the Kozminski University of Warsaw"--T.p. verso
Other editors: Hubert Bonin, Andrzej K. Kozminski, Carles Manera, Manfred Pohl
Includes index
内容説明・目次
内容説明
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.
目次
Contents: Andrzej K. Kozminski: Preface - Manfred Pohl: Foreword - Luciano Segreto: Caution: Brands at Work! Branding between Time, History, and Financial Markets - Peter Miskell: Unilever and Its Brands since the 1950s. Competitive Threats and Strategic Responses - Dominique Barjot/Francesca Tesi: The Building of Michelin's Corporate Image and Brand - Laurent Tissot: Suchard. A Swiss Chocolate Brand Somewhere in between Traditional and Modern Cultures - Claire Desbois-Thibault: Champagne. A Distinguished Wine? The Creation of Champagne's Brand Image - Hubert Bonin: A Reassessment of the Business History of the French Luxury Sector. The Emergence of a New Business Model and a Renewed Corporate Image (from the 1970s) - Elisabetta Merlo: The Ascendance of the Italian Fashion Brands (1970-2000) - Carles Manera/Jaume Garau-Taberner: The Invention of the Camper Brand. Brand Building of Mallorca Shoe-Manufacturing - Xoan Carmona Badia: Corporate Growth and Changes in Brand Identity. The Case of the Zara Group - Mariusz Jastrzab: Operation Abundance. Brands and Polish Consumers after WWII - Hubert Bonin: Conclusive Remarks. European Values and European Brands: Corporate Culture and Commercial Identity.
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