Journal
EUROPEAN JOURNAL OF MARKETING
Volume 35, Issue 3/4, Pages 441-456Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/03090560110382101
Keywords
Corporate image; Brands; Brand identity; Internal marketing
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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.
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