Case study on SMRT : a new perspective on corporate branding.
Wong, Min Chea.
Date of Issue2005
College of Business (Nanyang Business School)
In exploring into real-life application of the above branding concept, a case study was conducted on SMRT. Through the case study, the authors hope to consider with readers the rationale behind SMRT’s branding initiatives, as well as the possible benefits that can be reaped from branding.
Final Year Project (FYP)
Nanyang Technological University