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Erschienen in:
2009 | OriginalPaper | Buchkapitel
The pillars — creating the brand foundation
verfasst von : Michael Morley
Erschienen in: The Global Corporate Brand Book
Verlag: Palgrave Macmillan UK
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There are many routes to the creation of a global corporate brand. Or, as is more frequent, taking an existing corporation and defining or redefining it as a brand. And there are as many different proprietary methodologies offered by branding consultants as there are routes. Often they are described as unique, as if the promoted procedure includes the secret formula of the next Coca-Cola.