Results 211 to 220 of about 1,171,257 (282)
Corporate branding and corporate brand performance [PDF]
European Journal of Marketing, 2001 Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the management of internal brand resources.
Fiona Harris, Leslie de Chernatony
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Corporate heritage brand management: Corporate heritage brands versus contemporary corporate brands [PDF]
Journal of Brand Management, 2015 Corporate heritage brands as a symbol of the past, present and future, represent an interesting and potentially valuable source of information on how brands can endure. Corporate heritage brands require a specific brand management approach. The current study contrasts corporate heritage brand management across two corporate brand types.
Cooper, Holly +2 more
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Humanitarianism and corporate branding
2021Consumers, partnering with corporations and celebrities, are forming new alliances in international humanitarianism through what we call ‘Brand Aid’ initiatives, in which humanitarian communication is key to their success. Multi-media communication platforms of engagement help frame problems in ways that can be solved through linking consumer-citizens ...
Lisa Ann Richey, Stefano Ponte
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Corporate brands as brand allies
Journal of Product & Brand Management, 2018Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and
Bashar S. Gammoh +3 more
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Corporate Brand Cube: Building Strong Corporate Brands
2006 International Conference on Management Science and Engineering, 2006When Chinese companies start shifting their focus from domestic markets to global markets, corporate branding is an unavoidable issue. We propose a model, Corporate Brand Cube Model (CBCM), to help Chinese companies in their corporate branding. The CBCM is an extension of the current corporate branding frame.
Wang Jian, Gao Liang, An Shi
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