TITLE

The colour of money

AUTHOR(S)
Forsyth, Nigel
PUB. DATE
April 2006
SOURCE
Brand Strategy;Apr2006, Issue 201, p39
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article compares top companies in the FTSE 100, with those companies in the other three major stock exchanges, the Hang Seng, EuroFTSE and Dow Jones, to assess how much or how little local cultural heritage is still reflected in the brands of most successful businesses. Results of the analyses revealed that the basic structure of corporate branding remains the same, with the use of elements of symbolism, naming and color, with cultural influences distilled into the style of symbol, with communication and globalization strategies.
ACCESSION #
20793203

 

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