Please use this identifier to cite or link to this item:
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.
ISSN: 0008-1256
Appears in Collections:Business and Management
Brunel Business School Research Papers

Files in This Item:
File Description SizeFormat 
Fulltext.pdf342.52 kBAdobe PDFView/Open

Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.