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| Author: | Balmer, J.M.T. Liao, M-N. Wang, W-Y. |
| Title: | Corporate brand identification and corporate brand management: How top business schools do it |
| Journal: | Journal of General Management
2010 : SUMMER, VOL. 35:4, p. 77-102 |
| Index terms: | business schools marketing brands models |
| Freeterms: | brand identification brand management |
| Language: | eng |
| Abstract: | This article uncovers an a priori link between the effective management of corporate brands (hereafter as: c-brand/s) and the strength of c-brand/s identification (here as: c-b-idn.) by customers and stakeholders. A model of c-brand/s management (here as: c-b-mgmt.) and c-b-idn. is introduced. This study, performed within leading business schools, resulted in three propositions: P1. c-b-mgmt. is analogous to strategic general management, involving nine activities: adapting, communicating, embracing, endorsing, investing, leading, maintaining, reflecting, and supporting, P2. a stakeholder and values approach is more likely resulting in a strong c-b-idn. by students, P3. an institutional and functional approach to c-b-mgmt. results in weak/indifferent c-b-idn. by scholars. This inductive study presents insights from policy makers and scholars in top business schools, throwing light on why and how general managers should accord importance to c-b-mgmt. |
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