Rethinking the brand concept: new brand orientation

Simoes, Claudia and Dibb, Sally (2001). Rethinking the brand concept: new brand orientation. Corporate Communications: an international journal, 6(4) pp. 217–224.



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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