| Author: | Gregory, A. |
| Title: | Involving stakeholders in developing corporate brands: the communication dimension |
| Journal: | Journal of Marketing Management
2007 : FEB, VOL. 23:1-2 p. 59-74 |
| Index terms: | corporate image stakeholders communication brands public relations |
| Language: | eng |
| Abstract: | This article focuses on how stakeholders can be actively engaged in developing the corporate brand. In the paper a process describing the contribution that stakeholders can make based on the concept of a negotiated brand is proposed. Four different practical communication strategies to involve stakeholders in corporate brand development are presented. |
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