Results 211 to 220 of about 2,329 (255)

Strong brands and corporate brands

European Journal of Marketing, 2006
PurposeThis paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.Design/methodology/approachThis paper examines the literature on “strong brands” and the experience of several established brands.FindingsThe study finds that no coherent theory defines brand ...
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(Corporate) ethical branding

At the corporate level, ethical branding efforts include acting morally, recognizing social and environmental responsibility, being accountable for the company’s actions, and creating value for customers and other stakeholders. Developing a corporate ethical brand can have positive implications for brand-related outcomes, such as trust, satisfaction ...
François Maon, Adam Lindgreen
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Corporate brand communication

Corporate brand communication represents a distinctive approach to corporate communication by focusing on the corporate brand. Adopting a total corporate communication perspective, corporate brand communication comprises, promissory, primary, secondary, tertiary, and quaternary communication. Increasingly, organizations focus on their corporate brand/s
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Corporate brand architecture

Corporate brand architecture characterizes the types of corporate brand relationships between an organization’s mother brand and its subsidiaries along with inter-organizational corporate brand relationships. Consequently, different corporate brand architecture modes will materially influence the type of corporate brand communication.
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Introducing celebrity corporate brand and corporate brand enhancement

2016
Purpose – The purpose of this paper is first, to explore the concept of celebrity brand at a corporate brand level, known as Celebrity Corporate Brand – CCB; second, to investigate the impact of CCB on corporate brand equity (termed - corporate brand enhancement). In particular, this study will explore CCB at both levels - ‘developed/own’ and ‘endorsed’
Hambali, A, Syed Alwi, SF, Balmer, JMT, Melewar, TC   +3 more
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Branding the Corporation

1998
The key challenge for companies at the end of the twentieth century will be realising the potential of their corporate brands. In today’s markets, companies increasingly compete on the basis of intangible factors and the reputation of the corporation itself is often the most valuable and most misunderstood intangible of all.
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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.
van Riel, Cees, Berens, Guido
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Corporate branding

The Business & Management Collection, 2021
Charu Lata Singh, Mona Gupta
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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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Green human resource management, a gateway to employer branding: Mediating role of corporate environmental sustainability and corporate social sustainability

Corporate Social Responsibility and Environmental Management, 2023
Aydan Huseynova, Raheel Yasin, Muhammad Atif   +2 more
exaly