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Title: Global corporate brand building: Guidelines and case studies
Authors: Melewar, T C
Walker, C
Issue Date: 2003
Publisher: Henry Stewart
Citation: Journal of Brand Management, 11(2): 157-170, Nov 2003
Abstract: Corporate brands are important in an international context, but only if they are managed in a manner that adds value to the international corporate offering, and are a continuum of the overall corporate strategy. The objective of this paper is to investigate the factors affecting the success of corporate brands globally. Two case studies are used to ascertain the importance of cultural dynamics and British national identity in the context of successful brands. It appears that corporate brands are only important if they successfully translate the core value proposition of the corporate offering into new territories
ISSN: 350-231X
Appears in Collections:Marketing
Brunel Business School Research Papers

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