Rethinking the brand concept: New brand orientation

Cláudia Simões; Sally Dibb

doi:10.1108/13563280110409854

Rethinking the brand concept: New brand orientation

Cláudia Simões, Sally Dibb

University of Warwick

Research output: Contribution to journal › Article › peer-review

151 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 language	English
Pages (from-to)	217-224
Number of pages	8
Journal	Corporate Communications: An International Journal
Volume	6
Issue number	4
DOIs	https://doi.org/10.1108/13563280110409854
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

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title = "Rethinking the brand concept: New brand orientation",

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.",

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KW - Brands

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KW - Literature

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Rethinking the brand concept: New brand orientation

Abstract

Keywords

ASJC Scopus subject areas

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