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Lucent Branding Success in Latin America - An Integrated Approach   Add to Cart Secured Document - MyPRSA Login or Purchase Required

Publication Date: 1999
Source: Silver Anvil Award
Product Code: 6BW-9910
Organization/Author/Firm: Lucent Technologies
Category: Global Communications
Industry: Telecommunications / Global - International
Summary

Lucent Technologies was created in 1995 in a trivestiture from AT&T. With little brand recognition in the U.S., the challenge was to increase the recognition in the South American market.