ENGINEERING COMMUNICATIONS AND CULTURAL SYMBOLS FOR CORPORATE REBRANDING – A CASE STUDY ON THE DEVELOPMENT OF THE “METLIFE WAY” IN JAPAN
Following a recent acquisition and integration of Alico, one of the strongest non-Japanese insurers operating in the Japanese market, MetLife announced in 2014 that it would change its corporate name from MetLife Alico to MetLife Japan. The rebranding exercise would mean much more than a simple cha...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Studia Universitatis Babes-Bolyai
2019-12-01
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| Series: | Studia Universitatis Babeş-Bolyai Negotia |
| Subjects: | |
| Online Access: | http://193.231.18.162/index.php/subbnegotia/article/view/2664 |