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Keywords: Generics
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Journal Articles
Corporate and generic identities: lessons from the Co‐operative Bank
Available to Purchase
International Journal of Bank Marketing (1996) 14 (4): 22–35.
Published: 01 July 1996
.... Examines the historical evolution of the Co‐operative Bank’s identity and its attempts to position itself within the context of two generic identities; that of the Co‐operative Movement and the generic identity of the banking industry. Argues that the Co‐operative Bank has achieved differentiation...
