Shooting stars burn bright

Lewis, Elen
October 2002
Brand Strategy;Oct2002, Issue 164, p20
Trade Publication
Focuses on the implications of personality and ego for the practice of branding and leadership. Assessment of the leadership of Hewlett-Packard executive Carelton Fiorina; Difficulty in identifying the extent of personality impact on brand value; Evaluation of company reputation based on the reputation of chief executive officers.


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