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Corporate branding and corporate brand performance (2001)
| Content Provider | CiteSeerX |
|---|---|
| Author | Harris, Fiona Chernatony, Leslie De |
| Abstract | Abstract 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. We describe a model for managing brands through narrowing the gap between a brand’s identity and its reputation and, building on this, identify three key factors that affect brand perceptions and brand performance. Finally, we review some of the mechanisms that may be used to facilitate greater congruence of brand perceptions within the brand team and communication of a brand’s identity to employees. |
| File Format | |
| Journal | European Journal of Marketing |
| Language | English |
| Publisher Date | 2001-01-01 |
| Access Restriction | Open |
| Subject Keyword | Corporate Branding Corporate Brand Performance Brand Identity Key Factor Internal Brand Resource Abstract Corporate Branding Brand Perception Affect Brand Perception Different Management Approach Brand Team Brand Building Process Brand Performance |
| Content Type | Text |
| Resource Type | Article |
