"Brand Soul"– The Renaming Principles of a Service Organization.
(2011)
Presentation / Conference Contribution
Williams Jr, R., & Omar, M. (2011, December). "Brand Soul"– The Renaming Principles of a Service Organization. Paper presented at 6th International Business and Social Science Research Conference
This paper investigates the process of renaming, and the impact that changing a service organizations‟ name has on its ability to profitably compete. It analyzes the role of the service brand management process, develops benefit analysis insight in a... Read More about "Brand Soul"– The Renaming Principles of a Service Organization..