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2009•Palgrave Macmillan UK eBooksRequires access

The brand house

MICHAEL J. MORLEY

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Abstract

Take a close look at the annual “Top Brands” survey conducted by Inter-brand for BusinessWeek . It is a testament to the power of the corporate-product brand entity, in which the corporate name and the name of its principal products are identical. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

About this research paper

What this paper is about

Take a close look at the annual “Top Brands” survey conducted by Inter-brand for BusinessWeek . It is a testament to the power of the corporate-product brand entity, in which the corporate name and the name of its principal products are identical. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Why it matters

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Key contribution

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Method / approach

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Main findings

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Available abstract

Take a close look at the annual “Top Brands” survey conducted by Inter-brand for BusinessWeek . It is a testament to the power of the corporate-product brand entity, in which the corporate name and the name of its principal products are identical. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Key concepts: Advertising, Brand extension, Business, Principal (computer security), Brand names, Product (mathematics), Marketing, Brand management

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