The Metaphorical Language of Branding Philosophy
The paper deals with the analysis of the language of branding philosophy used in the famous book «Lovemarks – The Future Beyond Brands» written by the international branding guru Kevin Roberts, CEO Worldwide of Ideas Company Saatchi & Saatchi. His new branding approach shows how by using the u...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics and Business in Osijek
2010-12-01
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| Series: | Ekonomski Vjesnik |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/95158 |