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Heritage Brand Management in Public Service Broadcasting

  • Gregory Ferrell Lowe
  • Teemu Palokangas

Abstract

Growing complexity in branding literature reflects increasing maturity in scholarship and disagreement about how branding works and what matters most. The difficulty is partly due to complexity and partly to what Brown (2006: 50) characterised as ‘logorrhoea where the target word is becoming increasingly festooned with add-ons and modifiers’. Hulberg (2006) conducted a comprehensive literature review and found two schools of thought.

Keywords

Social Responsibility Brand Equity Brand Image Brand Personality Corporate Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gregory Ferrell Lowe and Teemu Palokangas 2010

Authors and Affiliations

  • Gregory Ferrell Lowe
  • Teemu Palokangas

There are no affiliations available

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