European business and brand building
Author(s)
Bibliographic Information
European business and brand building
P.I.E. Peter Lang, c2012
Available at 2 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
"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
Description and Table of Contents
Description
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.
Table of Contents
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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