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Corporate Branding
Rubin, James R.
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Corporate Branding
Rubin, James R. Technical Note BC-0203 / Published December 29, 2005 Collection: Darden School of Business
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This technical note provides an introduction to corporate branding, including a brief history, a discussion of differences between corporate and product branding, and some strategic implications for how corporate branding is used.




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  • Overview

    This technical note provides an introduction to corporate branding, including a brief history, a discussion of differences between corporate and product branding, and some strategic implications for how corporate branding is used.

  • Learning Objectives