Results 71 to 80 of about 106,917 (99)

Corporate brand effects in brand alliances

Journal of Business Research, 2016
Abstract Published literature demonstrates that when a single well-known reputable brand is allied with a previously unknown focal brand, perceived quality evaluations of the latter will be more positive. Whether or not the corporate brand improves consumer evaluations of a cobranded product is a topic of interest to marketers.
Kevin E. Voss, Mayoor Mohan
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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) 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 Branding and Corporate Reputation

2013
Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through organizational culture and identity, and how, although ...
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The Corporate Identity as the Brand

1987
A corporate identity programme is really nothing more than the branding and packaging of an entire company. Like all packaging, it is a way of giving shape to the contents — a way of communicating the corporate ingredients to target groups and markets.
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Corporate brands with a heritage

Journal of Brand Management, 2007
This paper articulates a concept of ‘heritage brands’, based primarily on field case research and studies of practice. We define brand heritage as a dimension of a brand's identity found in its track record, longevity, core values, use of symbols and particularly in an organisational belief that its history is important.
Stephen A. Greyser, Mats Urde, John M.T. Balmer   +2 more
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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 ...
Derek N. Hassay, John Peloza, Simon Hudson   +2 more
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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 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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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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