Corporate brand identity – a conceptual redefinition
There is a wide agreement that identity is a multidisciplinary concept. Branding is an identity expression. Although there are some frameworks to assess brand identity there isn’t an accepted definition. The authors consider this a gap in literature and investigate the components to assess brand ide...
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| Formato: | conferenceObject |
| Idioma: | eng |
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2013
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| Texto completo: | http://hdl.handle.net/10400.22/1864 |
| País: | Portugal |
| Oai: | oai:recipp.ipp.pt:10400.22/1864 |