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| Author: | Balmer, J. M. T. Thomson, I. |
| Title: | The shared management and ownership of corporate brands: the case of Hilton |
| Journal: | Journal of General Management
2009 : SUMMER, VOL. 34:4 p. 15-37 |
| Index terms: | stock ownership brand names products brands image corporate image |
| Freeterms: | institutional stock ownership product management |
| Language: | eng |
| Abstract: | This study's survey of the Hilton hotel brand revealed a inconsistency between brand promise and delivery. This failure is considered to be because of a narrow conceptualisation of corporate brand management. There is bilateral reliance between corporate identity and corporate brand identity. General managers make a difference between corporate identity and the corporate brand identity: corporate brand management requires the organisation of both. The phenomenon of the dual institutional ownership or management of corporate brands needs the meaningful and dynamic calibration of three identity types: the corporate brand identity and the two corporate identities. |
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