Abstract
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.
Original language | English |
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Pages (from-to) | 217-224 |
Number of pages | 8 |
Journal | Corporate Communications: An International Journal |
Volume | 6 |
Issue number | 4 |
DOIs | |
Publication status | Published - 1 Dec 2001 |
Externally published | Yes |
Keywords
- Brands
- Corporate identity
- Literature
- Marketing
ASJC Scopus subject areas
- Industrial relations
- Organizational Behavior and Human Resource Management