Brand name and corporate name : congruence vesus incongruence.

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...

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Main Author: Chan, Min Lie.
Other Authors: Ghosh, B. C.
Format: Theses and Dissertations
Language:English
Published: 2008
Subjects:
Online Access:http://hdl.handle.net/10356/7913
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Institution: Nanyang Technological University
Language: English
id sg-ntu-dr.10356-7913
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spelling sg-ntu-dr.10356-79132024-01-12T10:12:10Z Brand name and corporate name : congruence vesus incongruence. Chan, Min Lie. Ghosh, B. C. Nanyang Business School DRNTU::Business::Marketing::Product management 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. Master of Business (By Research) 2008-09-18T07:53:19Z 2008-09-18T07:53:19Z 1999 1999 Thesis http://hdl.handle.net/10356/7913 en Nanyang Technological University 135 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Marketing::Product management
spellingShingle DRNTU::Business::Marketing::Product management
Chan, Min Lie.
Brand name and corporate name : congruence vesus incongruence.
description 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.
author2 Ghosh, B. C.
author_facet Ghosh, B. C.
Chan, Min Lie.
format Theses and Dissertations
author Chan, Min Lie.
author_sort Chan, Min Lie.
title Brand name and corporate name : congruence vesus incongruence.
title_short Brand name and corporate name : congruence vesus incongruence.
title_full Brand name and corporate name : congruence vesus incongruence.
title_fullStr Brand name and corporate name : congruence vesus incongruence.
title_full_unstemmed Brand name and corporate name : congruence vesus incongruence.
title_sort brand name and corporate name : congruence vesus incongruence.
publishDate 2008
url http://hdl.handle.net/10356/7913
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