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Corporate branding and corporate brand performance

Harris, Fiona and de Chernatony, Leslie (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3-4) pp. 441–456.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1108/03090560110382101
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Abstract

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.

Item Type: Journal Article
ISSN: 0309-0566
Keywords: brand identity; brands; corporate image; internal marketing
Academic Unit/Department: Open University Business School
Item ID: 1350
Depositing User: Users 12 not found.
Date Deposited: 17 Jul 2006
Last Modified: 02 Dec 2010 19:45
URI: http://oro.open.ac.uk/id/eprint/1350
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