HSBC: Becoming The World's Local Bank

Donald Lancaster

Research output: Chapter or section in a book/report/conference proceeding › Book chapter

Abstract

Case history on the origination, development and deployment of HSBC's Global brand strategy

Original language	English
Title of host publication	Brand Management
Subtitle of host publication	Co-Creating Meaningful Brands
Editors	Michael Beverland
Publisher	Sage Publications
ISBN (Print)	9781473951983
Publication status	E-pub ahead of print - 1 Jan 2018

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