Rethinking the brand concept: New brand orientation

Cláudia Simões, Sally Dibb

Research output: Contribution to journalArticle

124 Citations (Scopus)

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 languageEnglish
Pages (from-to)217-224
Number of pages8
JournalCorporate Communications: An International Journal
Volume6
Issue number4
DOIs
Publication statusPublished - 1 Dec 2001
Externally publishedYes

Fingerprint

Branding
Brand orientation
Environmental change
Literature review
Brand management
Academic work

Keywords

  • Brands
  • Corporate identity
  • Literature
  • Marketing

ASJC Scopus subject areas

  • Industrial relations
  • Organizational Behavior and Human Resource Management

Cite this

Rethinking the brand concept : New brand orientation. / Simões, Cláudia; Dibb, Sally.

In: Corporate Communications: An International Journal, Vol. 6, No. 4, 01.12.2001, p. 217-224.

Research output: Contribution to journalArticle

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