Results 251 to 260 of about 123,879 (300)

Corporate brand

2015
Vincent-Wayne Mitchell, William S. Harvey   +1 more
  +13 more sources

Corporate branding and corporate brand performance

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
openaire   +1 more source

Corporate heritage brand management: Corporate heritage brands versus contemporary corporate brands

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, Merrilees, Bill, Miller, Dale   +2 more
openaire   +2 more sources

Corporate Brand Cube: Building Strong Corporate Brands

2006 International Conference on Management Science and Engineering, 2006
When 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.
An Shi, Gao Liang, Wang Jian
openaire   +1 more source

(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
openaire   +2 more sources

Corporate brands as brand allies

Journal of Product & Brand Management, 2018
Purpose 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
Mayoor Mohan, Kevin E. Voss, Fernando R. Jiménez, Bashar S. Gammoh   +3 more
openaire   +1 more source

Corporate branding

The Business & Management Collection, 2021
Charu Lata Singh, Mona Gupta
openaire   +2 more sources

Corporate identity, corporate branding and corporate reputations

European Journal of Marketing, 2012
PurposeThe main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects the dimensions of these constructs, discriminates between them and represents their inter‐relatedness.Design/methodology/approachThe paper draws on key literature ...
Abratt, Russell, Kleyn, Nicola Susan
openaire   +2 more sources

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 ...
openaire   +1 more source

Branding Corporate Philanthropy

2014
Marx (1999) reported that 96% of firms rate a favorable company image as either an important or extremely important outcome of their philanthropic investments. The fact that corporate philanthropy offers marketing opportunities has not been lost on firms, which explains why the responsibility for philanthropic initiatives most often resides within ...
John Peloza, Derek N. Hassay, Simon Hudson   +2 more
openaire   +1 more source