Corporate versus product branding

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 Introduction This case study focuses on how Akzo Nobel, an organisation with many separate business units, an extremely diverse range of products and a large operating area, is developing a common thread of relationships between its business units based on corporate branding that reflects the central values of the company. Akzo Nobel, headquartered in Arnhem, the Netherlands, is a market-driven and technology-based company, serving customers throughout the world with healthcare products, coatings, chemicals and fibres. The company employs 70,000 people and has activities in more…

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