학술논문
Awaking the ‘sleeping dinosaur’: A case study of the Liverpool Victoria Friendly Society Ltd
Document Type
Article
Author
Source
Journal of Brand Management; April 1996, Vol. 3 Issue: 5 p306-312, 7p
Subject
Language
ISSN
1350231X; 14791803
Abstract
This paper has been written to show how a ‘sleeping dinosaur’, can be kicked back into life with a textbook rebranding, and it discusses the processes and success factors that were encountered.