Please use this identifier to cite or link to this item:
http://bura.brunel.ac.uk/handle/2438/7699
Title: | Corporate brand management imperatives: Custodianship, credibility, and calibration |
Authors: | Balmer, JMT |
Keywords: | Brand management;Corporate strategy;United Kingdom;Brand equity;China;Communication in organizations;Corporate culture;Organizational change |
Issue Date: | 2012 |
Publisher: | University of California, Berkeley |
Citation: | California Management Review, 54(3): 6 - 33, 2012 |
Abstract: | Marshaling case study research insights, this article advances our knowledge of the strategic management of corporate brands. Strategic corporate brand management requires commitment to three critically important imperatives: senior management custodianship; the building and maintaining of brand credibility; and the dynamic calibration of seven identities constituting the corporate brand constellation. This article draws on research dating back to the 1990s and is also informed by the identity-based view of corporate brands perspective and by recent scholarship on the AC4ID Test—a strategic, diagnostic, corporate brand management framework. |
Description: | Copyright 2012 by The Regents of the University of California. All rights reserved. |
URI: | http://bura.brunel.ac.uk/handle/2438/7699 |
DOI: | http://www.jstor.org/stable/10.1525/cmr.2012.54.3.6 |
ISSN: | 0008-1256 |
Appears in Collections: | Business and Management Publications Brunel Business School Research Papers |
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