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de Chernatony, L. and Harris, F.
(2000).
DOI: https://doi.org/10.1057/palgrave.crr.1540119
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.
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About
- Item ORO ID
- 27478
- Item Type
- Journal Item
- ISSN
- 1363-3589
- Academic Unit or 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) - Copyright Holders
- © 2000 Palgrave Macmillan
- Depositing User
- Jan Swallow