Corporate rebranding and the implications for brand architecture management : the case of Guinness (Diageo) Ireland
Year of publication: |
2008
|
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Authors: | Muzellec, Laurent ; Lambkin, Mary |
Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 16.2008, 4, p. 283-299
|
Subject: | St. James's Gate Brewery <Dublin> | Markenführung | Brand management | Markenimage | Brand image | Brauerei | Brewery | Irland | Ireland |
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