de Chernatony, L. and Harris, F.
|DOI (Digital Object Identifier) Link:||https://doi.org/10.1057/palgrave.crr.1540119|
|Google Scholar:||Look up in Google Scholar|
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 Article|
|Copyright Holders:||2000 Palgrave Macmillan|
|Academic Unit/School:||Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
|Interdisciplinary Research Centre:||International Development & Inclusive Innovation|
|Depositing User:||Jan Swallow|
|Date Deposited:||22 Mar 2011 14:20|
|Last Modified:||09 Feb 2017 12:57|
|Share this page:|