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Brand-Based Strategy and Structure: The Scandinavian Experience

In: Brand Power

Author

Listed:
  • Carsten Dahlman

Abstract

For decades the Scandinavian market has not taken much notice of branding. But a number of recent events have combined to change this indifference, with the result that branding has now become of central importance to many Scandinavian businesses.

Suggested Citation

  • Carsten Dahlman, 1994. "Brand-Based Strategy and Structure: The Scandinavian Experience," Palgrave Macmillan Books, in: Paul Stobart (ed.), Brand Power, chapter 11, pages 189-208, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-12840-2_12
    DOI: 10.1007/978-1-349-12840-2_12
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