Browsing Reports (SNF) by Author "Kleppe, Ingeborg Astrid"
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Company versus country branding : "Same, same but different"
Kleppe, Ingeborg Astrid; Mossberg, Lena Larsson (Report, Research report, 2002-10)The aim of this study is to investigate whether countries can be branded like companies. Company brands are managed according to clear ownership and top-down control of brand management. In contrast, countries are governed ...