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.
|Number of pages||8|
|Journal||Corporate Communications: An International Journal|
|Publication status||Published - 1 Dec 2001|
- Corporate identity
ASJC Scopus subject areas
- Industrial relations
- Organizational Behavior and Human Resource Management