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Leveraging Corporate Brand Strategies by Candice Leroux is a document available to read on EtoBox.

What is Leveraging Corporate Brand Strategies about?

The document discusses leveraging the corporate brand through the brand relationship spectrum. It presents the brand relationship spectrum model which shows different types of brand relationships from a house of brands to a branded house. It uses Nivea as an example and discusses factors to consider when selecting a branded house or house of brands strategy. Finally, it outlines seven organizational associations that can be leveraged through a corporate brand including heritage, assets, people, values, citi

Author

Candice Leroux

Language

EN