Otubanjo, Olutayo; Abimbola, Temi; Amujo, Olusanmi - In: Journal of Product & Brand Management 19 (2010) 6, pp. 410-422
meaning and management of corporate branding is presented. Following a thorough review of the literature, the notion of a … into the notion of covenant. This finding drew the attention of corporate branding academics to the source of this … conceptualised. Fourth, six mandatory components of corporate branding: firm's personality; corporate positioning; interactions …