Brand identity management in the context of global brands
Marc Carpentier, Isabelle Herbert and Caroline Ollivier-Lamarque
A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand.
Brand identity management in the context of global brands
The contribution of qualitative research
Caroline Ollivier–Lamarque
Icone FranceIsabelle Herbert
Danone Group
andMarc Carpentier
Quadrature Marketing
INTRODUCTION
It may be more instructive, and...
