Building a brand identity in a network of Cruise Baltic's destinations: A multi-authoring approach

This article examines the process of building a brand identity in the cruise sector based in the Baltic Sea region. The stakeholders in this multicultural case network, which carries the brand name Cruise Baltic, are involved in developing a network of destinations as a corporate brand. The single-c...

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Veröffentlicht in:	The journal of brand management 2010-06, Vol.17 (7), p.519-531
Hauptverfasser:	Lemmetyinen, Arja, Go, Frank M
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand identification Brand management Business and Management Management Marketing Narratives Organizational change Original Article Perceptions Researchers Statistical analysis Studies Tourism
Online-Zugang:	Volltext
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