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1. 1. Ways and Importance of Handling Corporate Brand Identity with the focus on Scania Corporation

   University essay from IHH, EMM (Entrepreneurskap, Marknadsföring, Management)

   Author : Alexei Nazarov; Grigory Popov; Vladimir Kuptsov; [2006]
   Keywords : Corporate Brand Identity; Scania;

   Abstract : Having studied the literature on the issue of corporate brand identity our group found different points of view towards it and its components. The major ideas discussed in all the sources studied are the corporate brand identity, corporate brand personality, corporate brand reputation and corporate brand image. READ MORE