HSBC: Becoming The World's Local Bank

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Case history on the origination, development and deployment of HSBC's Global brand strategy
Original languageEnglish
Title of host publicationBrand Management
Subtitle of host publicationCo-Creating Meaningful Brands
EditorsMichael Beverland
PublisherSage Publications
ISBN (Print)9781473951983
Publication statusE-pub ahead of print - 1 Jan 2018

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  • Cite this

    Lancaster, D. (2018). HSBC: Becoming The World's Local Bank. In M. Beverland (Ed.), Brand Management: Co-Creating Meaningful Brands [9] Sage Publications. https://uk.sagepub.com/en-gb/eur/brand-management/book249557