European Business and Brand Building - Luciano Segreto - Peter Lang - broché - Etude

A strong brand is a key factor in business success, both in the short-term and in the long-term. Brands help to provide a better understanding of the corporate and commercial culture of different firms. A brand reveals the knowledge capital held by a company, but also often reflects the perception of the firm held by consumers and stake-holders. The book explores the historical process of building some of the most famous brands among European businesses and examines the extent to which the brands have contributed to the image of the firms and their differentiation against competitors in the industry. Luciano Segreto is Professor of International Economic History and Financial History at the University of Florence. Hubert Bonin is Professor of Modern Economic History at Sciences Po Bordeaux and a member of the GRETHA research centre at Bordeaux University. Andrzej K. Kozminski is the founder and the first rector and now the president of Kozminski University, chairman of the Board of Tru