search query: @author Gray, E. R. / total: 11
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| Author: | Balmer, J. M. T. Gray, E. R. |
| Title: | Commentary: corporate brands: What are they? What of them? |
| Journal: | European Journal of Marketing
2003 : VOL. 37:7-8, p. 972-997 |
| Index terms: | Brands Corporate image |
| Language: | eng |
| Abstract: | The authors examine the nature, importance, typology, and management of corporate brands. A key thesis of the article is that a corporate brand is a valuable resource: one that provides an entity with a sustainable, competitive advantage if specific criteria are met. The article concurs with Balmer and Greyser who argue that this area should be known as corporate-level-marketing. |
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