Eliciting Corporate Brand Association Networks Using Brand Concept Mapping

A strong corporate brand acts as a focal point for the attention, interest and activity stakeholders bring to a corporation. The set of associations for which the parent corporate stands in the market, for what it is known for in the market, is of prime importance, as it was seen through the brand concept map of the corporate brand


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Author: Prof.  Dr.  Mangesh Prasad Kasbekar