Brand name and corporate name : congruence vesus incongruence.
Chan, Min Lie.
Date of Issue1999
College of Business (Nanyang Business School)
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.
Nanyang Technological University