Branding Strategies for Competitive Advantage: A Study of the Malaysian Banking Sector

Yoon, Alice Chee Mun (2007) Branding Strategies for Competitive Advantage: A Study of the Malaysian Banking Sector. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

“The objective of strategy is a sustainable competitive advantage, which may come from any part of the organisation's operation. The market is the judge of this advantage. Brand strategy is the process whereby the offer is postioned in the consumer's mind to produce a preception of advantage” (Arnold, 1992)

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 28 Sep 2010 10:55
Last Modified: 23 Oct 2016 15:46
URI: http://eprints.nottingham.ac.uk/id/eprint/24240

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