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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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CONCLUSIVE REMARKS - European Values and European Brands: Corporate Culture and Commercial Identity 235 - Hubert Bonin

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235 CONCLUSIVE REMARKS European Values and European Brands: Corporate Culture and Commercial Identity Hubert BONIN We shall only discuss a very few points as concluding remarks to this book, and underline some topics of European commercial business, before mentioning further case studies about companies or brands.1 We are conscious that our collective research programme could not but enhance part of such a broad field, when the specific relationship between the firm and the market is at stake,2 when the subtle balance between its commercial values and its corporate identity, and the whole array of relationship-types between “product” and “market” (in French: “le couple produit/marché”) are mobilised to sharpen a company’s competitive edge, its corporate image, and its profitability and sustainability. 1 See Jean-Noël Kapferer, Les marques, capital de l’entreprise, Paris, Les Éditions d’organisation, 1991. Jean-Noël Kapferer, Les marques capital de l’entreprise. Les chemins de la reconquête, Paris, Les Éditions d’organisation, 1995. Albrecht Rothacher (ed.), Corporate Cultures and Global Brands, Singapore, Asia-Europe Foundation, 2004. Nancy Koehn, Brand New: How Entrepreneurs Earned Consumers’ Trust, from Wegwood to Dell, Boston, Harvard Business School Press, 2001. Mira Wilkins, “When and why brand names in food and drinks?”; “Brands. Economic ideology and consumer society”, in Geoffrey Jones & Nicholas Morgan (eds.), Adding Value. Brands and Marketing in Food and Drink, London & New York, Routledge, 1994, pp. 15-40 and 41-58. 2 Robert Fitzgerald, “Marketing and distribution”, in Geoffrey Jones & Jonathan Zeitlin, The Oxford Handbook of Business History, Oxford, Oxford University Press, 2007, chapter...

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