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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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Bibliographic Details
Main Author:	Mourkakou, Vasiliki
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2019
Subjects:	English
Online Access:	https://eprints.nottingham.ac.uk/57655/

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