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European Business and Brand Building

Edited By Luciano Segreto, Hubert Bonin, Andrzej K. Kozminski and Carles Manera

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.

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Preface .................................................................................................... 9 Andrzej K. Kozminski Foreword .............................................................................................. 13 Manfred Pohl INTRODUCTORY REMARKS Caution: Brands at Work! Branding between Time, History, and Financial Markets ............... 15 Luciano Segreto CHAPTER 1. Unilever and Its Brands since the 1950s. Competitive Threats and Strategic Responses .................................. 29 Peter Miskell CHAPTER 2. The Building of Michelin’s Corporate Image and Brand ............................................ 51 Dominique Barjot & Francesca Tesi CHAPTER 3. Suchard. A Swiss Chocolate Brand Somewhere in between Traditional and Modern Cultures .............. 75 Laurent Tissot CHAPTER 4. Champagne. A Distinguished Wine? The Creation of Champagne’s Brand Image .................................... 99 Claire Desbois-Thibault CHAPTER 5. A Reassessment of the Business History of the French Luxury Sector. The Emergence of a New Business Model and a Renewed Corporate Image (from the 1970s) ............ 113 Hubert Bonin CHAPTER 6. The Ascendance of the Italian Fashion Brands (1970-2000) ........................................... 137 Elisabetta Merlo CHAPTER 7. The Invention of the Camper Brand. Brand Building of Mallorca Shoe-Manufacturing ......................... 155 Carles Manera & Jaume Garau-Taberner 8 CHAPTER 8. Corporate Growth and Changes in Brand Identity. The Case of the Zara Group ............................................................. 187 Xoán Carmona Badía CHAPTER 9. Operation Abundance. Brands and Polish Consumers after WWII .................................... 209 Mariusz Jastrząb CONCLUSIVE REMARKS European Values and European Brands: Corporate Culture and Commercial Identity ................................. 235 Hubert Bonin Index ................................................................................................... 247 Contributors ....................................................................................... 261

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