Brand transitioning : the transition to umbrella branding

• المؤلفون الرئيسيون: Loh, Chor Hong, Tan, Lee Sar, Yeo, Wee Yap
• مؤلفون آخرون: Hooi Den Huan
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2015
• الموضوعات: DRNTU::Business::Management
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/63998

One of the popular catch phrases of the 1990's is "Globalisation". The Scott Paper Company, has been swept up by this infectious trend and gone global. For the Scott Paper Company, globalisation is approached through global umbrella branding. It decided in 1992 to undertake a globa...