October 2009
Intermediate to advanced
272 pages
5h 1m
English
Nothing causes as much confusion in the branding process as the proper use of a company name.
The issue of how to use a company name is at the same time simple and complicated. Simple, because the laws are so clear-cut. Complicated, because most companies do not follow the simple laws of branding and end up with a system that defies logic and results in endless brand-versus-company debates. ...