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Simoes, Claudia and Dibb, Sally
(2001).
DOI: https://doi.org/10.1108/13563280110409854
Abstract
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.
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About
- Item ORO ID
- 2046
- Item Type
- Journal Item
- ISSN
- 1356-3289
- Keywords
- Brands; corporate identity; literature; marketing
- Academic Unit or School
- Faculty of Business and Law (FBL)
- Research Group
- Innovation, Knowledge & Development research centre (IKD)
- Depositing User
- ORO Import