HSBC: Becoming The World's Local Bank

Research output: Chapter in Book/Report/Conference proceedingChapter


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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