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Brand heritage - what makes a brand great?

16 Dec 2004 | by Joseph Benson

managing a global brand strategy practice. During his tenure, he worked on over 50 brand engagements ...

Brand maturation

05 Nov 2004 | by Bret Kinsella and Joseph Benson

saying, This is from me . Karl-Heinz Kalbfell, Global Head of Brand and Product Strategy: BMW Group ...

Hybrids, the heavenly bed and purple ketchup

01 Nov 2004 | by David Aaker, Prophet

brown trucks, despite its global logistics and delivery capabilities. UPS s image was a barrier to ...

Brand momentum: speed can kill

01 Jul 2004 | by Bret Kinsella and Joseph Benson

global brand strategy practice. During his tenure, he worked on over 50 brand engagements. Clients ...

Case Study: WRC - On-track to being a top sports entertainment brand

24 Mar 2004 | by Professor Angus Jenkinson

developed a clear and ambitious goal: to become a top global sport entertainment brand. To read this case ...

Case Study: IBM - A new model for IMC

23 Jan 2004 | by Professor Angus Jenkinson and Branko Sain

global IMC function, which pulls together the communications efforts of its different product divisions ...

 

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