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| Author: | Harris, F. Chematony, L. de |
| Title: | Corporate branding and corporate brand performance |
| Journal: | European Journal of Marketing
2001 : VOL. 35:3-4, p. 441-456 |
| Index terms: | CORPORATE IMAGE BRANDS INTERNAL MARKETING |
| Language: | eng |
| Abstract: | Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the management of internal brand resources. The authors describe a model for managing brands through narrowing the gap between a brand's identity and its reputation and, building on this, identify three key factors that affect brand perceptions and brand performance. Finally, the authors review some of the mechanisms that may be used to facilitate greater congruence of brand perceptions within the brand team and communication of a brand's identity to employees. |
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