Rethinking the brand concept: New brand orientation

Cláudia Simões, Sally Dibb

Research output: Contribution to journalArticlepeer-review

159 Citations (Scopus)


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 languageEnglish
Pages (from-to)217-224
Number of pages8
JournalCorporate Communications: An International Journal
Issue number4
Publication statusPublished - 1 Dec 2001
Externally publishedYes


  • Brands
  • Corporate identity
  • Literature
  • Marketing

ASJC Scopus subject areas

  • Industrial relations
  • Organizational Behavior and Human Resource Management


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