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Corporate Voice in Relation to Product Brands

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Description
AUTHOR(S):

Linda Keefe, Vice President, Strategic Marketing and Design, Yamamoto Moss

 

A critical business challenge is determining the optimum relationship between the identity of a corporation and the identities of its various products. Based on the concept of “involvement”—the value an audience places on corporate and/or brand identity—L

 

PUBLISHED: 1995

 

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