European Business and Brand Building

Abstract

Contents: Andrzej K. Kozminski: Preface - Manfred Pohl: Foreword - Luciano Segreto: Caution: Brands at Work! Branding between Time, History, and Financial Markets - Peter Miskell: Unilever and Its Brands since the 1950s. Competitive Threats and Strategic Responses - Dominique Barjot/Francesca Tesi: The Building of Michelin's Corporate Image and Brand - Laurent Tissot: Suchard. A Swiss Chocolate Brand Somewhere in between Traditional and Modern Cultures - Claire Desbois-Thibault: Champagne. A Distinguished Wine? The Creation of Champagne's Brand Image - Hubert Bonin: A Reassessment of the Business History of the French Luxury Sector. The Emergence of a New Business Model and a Renewed Corporate Image (from the 1970s) - Elisabetta Merlo: The Ascendance of the Italian Fashion Brands (1970-2000) - Carles Manera/Jaume Garau-Taberner: The Invention of the Camper Brand. Brand Building of Mallorca Shoe-Manufacturing - Xoan Carmona Badia: Corporate Growth and Changes in Brand Identity. The Case of the Zara Group - Mariusz Jastrzab: Operation Abundance. Brands and Polish Consumers after WWII - Hubert Bonin: Conclusive Remarks. European Values and European Brands: Corporate Culture and Commercial Identity.

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