Rebranding as an assessment of brand management strategy: the case of Malaysian Government linked companies (GLCS) / Rosni Jaafar
This is an exploratory study about organisations using rebranding as a brand management strategy in Malaysia. It aims to identify motivations or reasons for companies to undertake the rebranding exercise and to determine the stages in the rebranding process. Substantial studies on rebranding have be...
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| Format: | Book Section |
| Language: | English |
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Institute of Graduate Studies, UiTM
2013
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| Online Access: | http://ir.uitm.edu.my/id/eprint/19144/ http://ir.uitm.edu.my/id/eprint/19144/1/ABS_ROSNI%20JAAFAR%20TDRA%20VOL%204%20IGS%2013.pdf |