IEEE - Institute of Electrical and Electronics Engineers, Inc. - Corporate Brand Cube: Building Strong Corporate Brands

2006 International Conference on Management Science and Engineering

Author(s): An Shi ; Gao Liang ; Wang Jian
Sponsor(s): Nat. Natural Sci. Found. of China
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 October 2006
Conference Location: Lille, France
Conference Date: 5 October 2006
Page(s): 743 - 748
ISBN (Paper): 7-5603-2355-3
DOI: 10.1109/ICMSE.2006.314004
Regular:

When Chinese companies start shifting their focus from domestic markets to global markets, corporate branding is an unavoidable issue. We propose a model, corporate brand cube model (CBCM), to... View More

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