Continuum of endorsement

Two extremes can be identified in corporate branding strategy: the Branded House, in which all activities carry the corporate brand, and the House of Brands, in which the business units carry their own brand(s).

Continuum of endorsement

Philip Kitchen & Don Schulz

Two extremes can be identified in corporate branding strategy: the Branded House, in which all activities carry the corporate brand, and the House of Brands, in which the business units carry their...

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