Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Creating the brand‐driven business: it’s the CEO who must lead the way

Creating the brand‐driven business: it’s the CEO who must lead the way GE, Sony, Hallmark, Intel, Xerox, Procter & Gamble, IBM, some of these corporations dominate the business‐to‐consumer space. Others, business‐to‐business. What they have in common goes far beyond the fact that they are great companies or the fact that their great brands command a tremendous amount of equity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Handbook of Business Strategy Emerald Publishing

Creating the brand‐driven business: it’s the CEO who must lead the way

Michael Dunn; Scott Davis
Handbook of Business Strategy , Volume 5 (1): 6 – Dec 1, 2004
Download PDF
5 pages

Loading next page...
 
/lp/emerald-publishing/creating-the-brand-driven-business-it-s-the-ceo-who-must-lead-the-way-eLlMYPMkVa

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1077-5730
DOI
10.1108/10775730410494143
Publisher site
See Article on Publisher Site

Abstract

GE, Sony, Hallmark, Intel, Xerox, Procter & Gamble, IBM, some of these corporations dominate the business‐to‐consumer space. Others, business‐to‐business. What they have in common goes far beyond the fact that they are great companies or the fact that their great brands command a tremendous amount of equity.

Journal

Handbook of Business Strategy – Emerald Publishing

Published: Dec 1, 2004

Keywords: Brand management; Brand awareness; Leadership; Corporate strategy

There are no references for this article.