European Business and Brand Building
Kozminski, Andrzej K. / Bonin, Hubert / Segreto, Luciano / Manera, Carles
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...