Brand book according to Collins & Porras: company vision as brand foundation
The purpose of this study is to investigate and determine the potential value of company X's “companyvision” as a brand platform (brand book). This study uses only the first part of the vision, the "core ideology”. The theory is based solely on Jim Collins and Jerry Porras (management) the...
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| Format: | Others |
| Language: | English |
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Linköpings universitet, Institutionen för teknik och naturvetenskap
2010
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-93579 |