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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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Index 247

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247 Index A A Coruña, 187-208 Aaker, David, 17 added value, 16, 113, 127, 130, 137, 144, 166, 168, 172, 180, 183, 228 Adrià, Ferran, 92 advertisement, 56, 57, 60, 61, 103, 108, 112, 236, 242 advertising campaign, 22, 33, 51-52, 55, 58-60, 67, 71, 93, 108, 147, 167, 172, 181, 200, 216-217 advertising strategy, 55, 59, 64, 110 advertising, 16-17, 19, 22, 27, 29-30, 32-35, 37, 48, 51-52, 55, 58-61, 64, 67, 71, 73, 84, 87, 90, 93, 103, 108-110, 145-147, 151, 167, 172, 181-182, 184, 198, 200-201, 204, 211, 214-217, 221, 236 Aero-Club de France, 68, 69, 71 Agnelli, Giovanni, 24 Air France-KLM, 242 Air liquide, 243 Airbus, 243, Aldi, 245 Aldrin, Edwin, 72 Alitalia, 242 Alps, 86, 87, 93, 94 America, 58, 106, 130, 135, 138, 140, 146, 148, 164, 196, 220 Americanisation, 72, 199, 237, 252 Anaïs Anaïs, 119 Antonio Pernas, 200 Apple, 21, 242 Archimedes, 58 Ariel, 31-32, 34 Aristotle, 27 Armani, Giorgio, 134, 155, 150-151, 174, Armstrong, Neil, 72 Arnault, Bernard, 15, 21, 117, 127 Asociación Textil Gallega, 200 Association des Industries des Marques, AIM, 23-24 Audi, 133, 239 audience, 12, 64, 87, 89 Auman, Robert, 11 Austin, 238 authenticity, 82, 89, 95, 97 Automobile Club de France, 64, 71 Auvergne, 53, 62 B Bacardi, 242 Balearics/Balearic Islands, 155-188, 250-251 Balenciaga, 126 Balmain, 119 bank, 71, 131, 192, 204, 218, 225, 251 Barbier, Aristide, 53-54 Barilla, 244, 245 Barjot, Dominique, 26, 51, 240, 249, Barneys, 148 Baume & Mercier, 134 Baumgatner,...

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