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Rethinking the brand concept: new brand orientation

Simoes, Claudia and Dibb, Sally (2001). Rethinking the brand concept: new brand orientation. Corporate Communications: an international journal, 6(4) pp. 217–224.

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Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini-case studies to explore the issues in the branding debate and to illustrate how brand management is changing in response to market and environmental changes.

Item Type: Journal Article
ISSN: 1356-3289
Keywords: Brands; corporate identity; literature; marketing
Academic Unit/Department: Open University Business School
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
Item ID: 2046
Depositing User: Users 12 not found.
Date Deposited: 02 Jun 2006
Last Modified: 02 Dec 2010 19:46
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