Brand name and corporate name : congruence vesus incongruence.

• المؤلف الرئيسي: Chan, Min Lie.
• مؤلفون آخرون: Ghosh, B. C.
• التنسيق: Theses and Dissertations
• اللغة: English
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing::Product management
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/7913

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...