HERITAGE BRANDS: How corporate heritage and brand stewardship contribute to the valorization of brand image and strengthen corporate marketing ? The Case of Rémy Martin / HERITAGE BRANDS: How corporate heritage and brand stewardship contribute to the valorization of brand image and strengthen corporate marketing ? The Case of Rémy Martin

Description

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.

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1. http://www.nusl.cz/ntk/nusl-72780

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Additional Fields

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