de Chernatony, L. and Harris, F.
(2000).
| DOI (Digital Object Identifier) Link: | https://doi.org/10.1057/palgrave.crr.1540119 |
|---|---|
| Google Scholar: | Look up in Google Scholar |
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: | Article |
|---|---|
| Copyright Holders: | 2000 Palgrave Macmillan |
| ISSN: | 1363-3589 |
| Academic Unit/School: | Faculty of Business and Law (FBL) > Business Faculty of Business and Law (FBL) |
| Interdisciplinary Research Centre: | International Development & Inclusive Innovation |
| Item ID: | 27478 |
| Depositing User: | Jan Swallow |
| Date Deposited: | 22 Mar 2011 14:20 |
| Last Modified: | 09 Feb 2017 12:57 |
| URI: | http://oro.open.ac.uk/id/eprint/27478 |
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