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Creating the brand‐driven business: it’s the CEO who must lead the way

Creating the brand‐driven business: it’s the CEO who must lead the way GE, Sony, Hallmark, Intel, Xerox, Procter & Gamble, IBM, some of these corporations dominate the business‐to‐consumer space. Others, business‐to‐business. What they have in common goes far beyond the fact that they are great companies or the fact that their great brands command a tremendous amount of equity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Handbook of Business Strategy Emerald Publishing

Creating the brand‐driven business: it’s the CEO who must lead the way

Handbook of Business Strategy , Volume 5 (1): 6 – Dec 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1077-5730
DOI
10.1108/10775730410494143
Publisher site
See Article on Publisher Site

Abstract

GE, Sony, Hallmark, Intel, Xerox, Procter & Gamble, IBM, some of these corporations dominate the business‐to‐consumer space. Others, business‐to‐business. What they have in common goes far beyond the fact that they are great companies or the fact that their great brands command a tremendous amount of equity.

Journal

Handbook of Business StrategyEmerald Publishing

Published: Dec 1, 2004

Keywords: Brand management; Brand awareness; Leadership; Corporate strategy

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