Developing corporate brands through considering internal and external stakeholders

de Chernatony, L. and Harris, F. (2000). Developing corporate brands through considering internal and external stakeholders. Corporate Reputation Review, 3(3) pp. 268–274.

DOI (Digital Object Identifier) Link:	https://doi.org/10.1057/palgrave.crr.1540119
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Abstract

We argue that creating an appealing corporate brand requires consideration of both internal and external stakeholders. A model for managing corporate brands is described in terms of the process of increasing the congruency between brand identity components and narrowing the gap between a brand's identity and its reputation. Propositions are derived from the model and managerial implications explored.

Item Type:	Journal Item
Copyright Holders:	2000 Palgrave Macmillan
ISSN:	1363-3589
Academic Unit/School:	Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing Faculty of Business and Law (FBL) > Business Faculty of Business and Law (FBL)
Item ID:	27478
Depositing User:	Jan Swallow
Date Deposited:	22 Mar 2011 14:20
Last Modified:	07 Dec 2018 09:51
URI:	http://oro.open.ac.uk/id/eprint/27478
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