Brand name and corporate name : congruence vesus incongruence.

• Main Author: Chan, Min Lie.
• Other Authors: Ghosh, B. C.
• Format: Theses and Dissertations
• Language: English
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Product management
• Online Access: http://hdl.handle.net/10356/7913
• Institution: Nanyang Technological University

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...