LIBROS DEL AUTOR: lourdes oliva

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  • Has Virgin’s brand extension strategy been a success?
    Lourdes Oliva
    The main purpose of this work is to evaluate if the Virgin brand extensions to diversify its offerings has been a success, focusing the analysis on the principal branding strategies.Chapter1 introduces the Virgin organisation and Brand Extensions strategy.Chapter 2 explains the research methodology.Chapter 3 presents the origins and fundamental terms of branding. Then, it addre...
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