Case: HSBC - Becoming The World's Local Bank

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Strategy and developments behind origination and growth of the brand from 1999
Original languageEnglish
Title of host publicationBrand Management
Subtitle of host publicationCo-Creating Meaningful Brands
EditorsMichael Beverland
PublisherSage Publications
Pages277-283
Volume1
ISBN (Print)978-1-4739-5197-6
Publication statusPublished - 2018

Cite this

Lancaster, D. (2018). Case: HSBC - Becoming The World's Local Bank. In M. Beverland (Ed.), Brand Management: Co-Creating Meaningful Brands (Vol. 1, pp. 277-283). Sage Publications.