2003-09-02
MARCAS NO EJM. Como as questões sobre marca têm merecido alguns "postais" de Empreender, fica aqui referência ao número 7/8 deste ano (volume 37) do European Journal of Marketing sobre "Corporate and service brands", que possui os seguintes artigos sobre o tema: "Corporate brands: what are they? What of them? (John M.T. Balmer; Edmund R Gray); "The six conventions of corporate branding" (Simon Knox; David Bickerton); "Core value-based corporate brand building" (Mats Urde); "Bringing the corporation into corporate branding" (Mary Jo Hatch; Majken Schultz); "Corporate branding in the new economy" (Shirley Leitch; Neil Richardson); "Equity in corporate co-branding: The case of adidas and the All Blacks" (Judy Motion; Shirley Leitch; Roderick J Brodie); "The criteria for successful services brands" (Leslie de Chernatony; Susan Segal-Horn); "Experienced reality: The development of corporate identity in the digital era" (Alan Topalian); "Corporate branding - back to basics" (David Bernstein).
