Reclaim the brand name

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Publication Article, other scientific
Title Reclaim the brand name
Author(s) Andreassen, Rikke
Date 2006-11
English abstract
In our time, it is not the product itself which carries value, but rather the brand name that comes with it. Brands – protected by copyrights laws – represent financial and emotional value. People wanting to create social change therefore need to look beyond the product and focus on the brand instead. In order to change, go for the brand.
Swedish abstract
In our time, it is not the product itself which carries value, but rather the brand name that comes with it. Brands – protected by copyrights laws – represent financial and emotional value. People wanting to create social change therefore need to look beyond the product and focus on the brand instead. In order to change, go for the brand.
Link http://webzone.k3.mah.se/projects/gt2/viewarticle.aspx?articleID=94&issueID=8 (external link to publication)
Publisher Communication for Development, K3, MAH
Host/Issue Glocal Times;6 2006
Language eng (iso)
Subject(s) Guarana, copyrights, globalization, art, multinational companies
Guarana, copyrights, globalization, art, multinational companies
Humanities/Social Sciences
copyrights, globalization, art, multinational companies
copyrights, globalization, art, multinational companies
Handle http://hdl.handle.net/2043/3314 (link to this page)
Link http://webzone.k3.mah.se/projects/gt2/viewarticle.aspx?articleID=94&issueID=8 (external link to related web page)

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