TITLE

Shooting stars burn bright

AUTHOR(S)
Lewis, Elen
PUB. DATE
October 2002
SOURCE
Brand Strategy;Oct2002, Issue 164, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
7584526

 

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