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: 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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