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An Integrated Approach to Corporate Branding [PDF]

Journal of Brand Management, 1998
The danger of a paper with ‘integrated’ in its title is the automatic assumption it will contain a polemic on the virtues of direct marketing, advertising and public relations working together. Although it is agreed that there are benefits in co-ordinating external communications, this paper is actually concerned with values; with integrating the ...
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Corporate branding: the marketing perspective

2003
This chapter discusses the importance of corporate branding within the marketing field, and provides an overview of research on corporate brand associations (people’s perceptions of corporate brands) and the influence that these associations may have on consumer behaviour.
Cees B M van Riel, Guido Berens
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An integrated model of corporate brand experience and customer value co-creation behaviour

, 2016
Purpose – The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB).
A. Shamim, Z. Ghazali, Pia A. Albinsson
semanticscholar   +1 more source

Corporate Strategy and the Corporate Brand

1997
‘Strategy’ is concerned with positioning a company so that it can meet its long-term objectives. It should always be unique to an organisation and built on an analysis of competencies and market opportunities/threats. The question is: how do we define an organisation’s competencies and how do we know if they matter to stakeholders?
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Corporate brand and organizational identity

2002
Corporations have just recently realized that they are brands. In our modern global village, where the irruption and widespread development of the Internet and worldwide events relayed through global media link us even closer together, corporations’ names and associated signs (marques) are reaching across the continents to touch very broad and diverse ...
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Corporate brand

2015
In recent years, academic and managerial interest towards corporate branding has been growing in the marketing literature. Several models of corporate branding emphasize consumer benefits that are categorized in a number of ways including functional, emotional and symbolic or self-expressive benefits.
Felix T Mavondo, Tatiana Anatolevna Anisimova   +1 more
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Managerial corporate brand orientation: explication, significance, and antecedents

Journal of Brand Management, 2021
J. Balmer
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Corporate Brand Equity

2001
In the past, corporate branding was primarily seen as a task for executives to provide certain qualitative information to their shareholders. But due to increasing competition (not only in the supply markets but also on the sourcing side), an increasing demand in the capital markets, and the growth of firm takeovers, the corporate brand now plays a ...
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The Corporate Brand: Toward an Anthropology of Branding

2016
This chapter summarizes and discusses some of the key themes in academic writing on branding since the 1990s, with a particular focus on anthropological approaches to the topic. Beginning with a brief overview of the historical background and recent transformations of the brand, it then goes on to look at branding in relation to community and identity,
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Corporate branding and advertising

2001
Personal computers (PCs) have not always been “cool.” A case in point: in the early 1990s, manufacturers in the PC category spent considerable energy boasting about faster processors and larger capacity hard drives. Further, the “Intel Inside” program was in its early years, implying — at the expense of the actual PC manufacturer — that computers were ...
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