... of this licence may be seen at Link to the terms of the CC BY 4.0 licence. Brand identity Culture Small enterprises M31 L26 Z13 Language has become a crucial element in brand naming, particularly in the era of expanding global business operations. This study examines the ontological...

... Case study Entrepreneurial marketing Agricultural and food technology Brand identity Oddly, in this era of branding everything and everyone (Chapleo, 2011 ; Vallaster et al., 2012), fresh food products like vegetables are still often marketed as unbranded commodities where...

... This paper presents a generic approach that may work beyond country boundaries. The conceptual model of “Brand Initiative Framework” is of immense help to manage branding activities in a strategically profitable way. Small to medium‐sized enterprises Brand identity Business development India Brands...

.... The representative of the brand in Spain misunderstood Mecca‐Cola's commitment to the causes of minorities” [20] . Brand identity Soft drinks Social change Politics Sitting comfortably in an armchair at Dubai airport, Mecca‐Cola's founder, Taoufik Mathlouthi, looked around the crowded hall, toying...

... and of those they meet. The second might be to adopt some form of the clinical method employed by the psychotherapist. Whatever the options that are considered we should be working to foster the creation of case studies and narrative. © MCB UP Limited 2002 Creative thinking Brand identity Work...