dc.contributor.authorChan, Min Lie.en_US
dc.date.accessioned2008-09-18T07:53:19Z
dc.date.available2008-09-18T07:53:19Z
dc.date.copyright1999en_US
dc.date.issued1999
dc.identifier.urihttp://hdl.handle.net/10356/7913
dc.description.abstractThis 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.en_US
dc.format.extent135 p.
dc.language.isoen
dc.rightsNanyang Technological Universityen_US
dc.subjectDRNTU::Business::Marketing::Product management
dc.titleBrand name and corporate name : congruence vesus incongruence.en_US
dc.typeThesisen_US
dc.contributor.supervisorGhosh, B. C.en_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
dc.description.degreeMASTER OF BUSINESS (BY RESEARCH)en_US


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