Brand name and corporate name : congruence vesus incongruence.

• 主要作者: Chan, Min Lie.
• 其他作者: Ghosh, B. C.
• 格式: Theses and Dissertations
• 語言: English
• 出版: 2008
• 主題: DRNTU::Business::Marketing::Product management
• 在線閱讀: http://hdl.handle.net/10356/7913
• 機構: Nanyang Technological University

This thesis seeks to ascertain the congruence and incongruence of brand name and corporate name. Brand name and corporate name have long been linked together in the form of mixed branding where marketers made used of both the corporate name as well as an individual brand name during branding strateg...