What is Driving Businesses to Begin a Rebranding Process and how The New Corporate Brand Identity Can Be Integrated and Established in their Organisational Culture?
This thesis describes the transformation factors of a business from product branding to corporate rebranding. More and more businesses are focusing in a sustainable corporate identity which derives from within the organisation. The main reason for this shift is globalisation. In the contemporary glo...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2019
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| Online Access: | https://eprints.nottingham.ac.uk/57655/ |