Please use this identifier to cite or link to this item:
http://bura.brunel.ac.uk/handle/2438/1715
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 |
URI: | http://bura.brunel.ac.uk/handle/2438/1715 |
DOI: | http://dx.doi.org/10.1057/palgrave.bm.2540163 |
ISSN: | 350-231X |
Appears in Collections: | Marketing Brunel Business School Research Papers |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Closed Access Paper.txt | 260 B | Text | View/Open |
Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.