The purpose of this study is to show how effective brand heritage and brand stewardship can contribute to build a strong brand image and thus strengthen corporate marketing. Moreover, it is aimed to provide evidences that historical resources can enforce the brand identity and create desirability among customers, the strong brand creating value to both the customer and the company.
Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:72780 |
Date | January 2011 |
Creators | Medard, Myriam |
Contributors | Štěrbová, Ludmila, Collin, Paul Marc |
Publisher | Vysoká škola ekonomická v Praze |
Source Sets | Czech ETDs |
Language | English |
Detected Language | English |
Type | info:eu-repo/semantics/masterThesis |
Rights | info:eu-repo/semantics/restrictedAccess |
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