Continuum of endorsement
Philip Kitchen and Don Schultz
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...
