TY  - BOOK
AU  - Luciano Segreto
AU  - Hubert Bonin
AU  - Andrzej K. Kozminski
AU  - Carles Manera
PY  - 2012
CY  - Bruxelles, Belgium
PB  - Peter Lang Verlag
SN  - 9783035261424
TI  - European Business and Brand Building
DO  - 10.3726/978-3-0352-6142-4
UR  - https://www.peterlang.com/document/1044113
N2  - A strong brand is a key factor in business success, both in the short-term and in the long-term. Brands help to provide a better understanding of the corporate and commercial culture of different firms. A brand reveals the knowledge capital held by a company, but also often reflects the perception of the firm held by consumers and stake-holders.  The book explores the historical process of building some of the most famous brands among European businesses and examines the extent to which the brands have contributed to the image of the firms and their differentiation against competitors in the industry.
KW  - culture, success, knowledge capital
LA  - English
ER  -