Brand name and corporate name : congruence vesus incongruence.
This thesis seeks to ascertain the congruence and incongruence of brand name and corporate name. Brand name and corporate name have long been linked together in the form of mixed branding where marketers made used of both the corporate name as well as an individual brand name during branding strateg...
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| Format: | Thesis |
| Language: | English |
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2008
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| Online Access: | http://hdl.handle.net/10356/7913 |
| _version_ | 1826114159508455424 |
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| author | Chan, Min Lie. |
| author2 | Ghosh, B. C. |
| author_facet | Ghosh, B. C. Chan, Min Lie. |
| author_sort | Chan, Min Lie. |
| collection | NTU |
| description | This thesis seeks to ascertain the congruence and incongruence of brand name and corporate name. Brand name and corporate name have long been linked together in the form of mixed branding where marketers made used of both the corporate name as well as an individual brand name during branding strategy. However, there are little research done on determining the actual influence of corporate name with brand name and thus this thesis attempt to address that. |
| first_indexed | 2024-10-01T03:34:35Z |
| format | Thesis |
| id | ntu-10356/7913 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:34:35Z |
| publishDate | 2008 |
| record_format | dspace |
| spelling | ntu-10356/79132024-01-12T10:12:10Z Brand name and corporate name : congruence vesus incongruence. Chan, Min Lie. Ghosh, B. C. Nanyang Business School DRNTU::Business::Marketing::Product management This thesis seeks to ascertain the congruence and incongruence of brand name and corporate name. Brand name and corporate name have long been linked together in the form of mixed branding where marketers made used of both the corporate name as well as an individual brand name during branding strategy. However, there are little research done on determining the actual influence of corporate name with brand name and thus this thesis attempt to address that. Master of Business (By Research) 2008-09-18T07:53:19Z 2008-09-18T07:53:19Z 1999 1999 Thesis http://hdl.handle.net/10356/7913 en Nanyang Technological University 135 p. application/pdf |
| spellingShingle | DRNTU::Business::Marketing::Product management Chan, Min Lie. Brand name and corporate name : congruence vesus incongruence. |
| title | Brand name and corporate name : congruence vesus incongruence. |
| title_full | Brand name and corporate name : congruence vesus incongruence. |
| title_fullStr | Brand name and corporate name : congruence vesus incongruence. |
| title_full_unstemmed | Brand name and corporate name : congruence vesus incongruence. |
| title_short | Brand name and corporate name : congruence vesus incongruence. |
| title_sort | brand name and corporate name congruence vesus incongruence |
| topic | DRNTU::Business::Marketing::Product management |
| url | http://hdl.handle.net/10356/7913 |
| work_keys_str_mv | AT chanminlie brandnameandcorporatenamecongruencevesusincongruence |