search query: @indexterm ORGANIZATIONAL CULTURE / total: 432
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| Author: | Hatch, M. J. Schultz, M. |
| Title: | Bringing the corporation into corporate branding |
| Journal: | European Journal of Marketing
2003 : VOL. 37:7-8, p. 1041-1064 |
| Index terms: | Corporate image Brands Strategic planning Organizational culture |
| Language: | eng |
| Abstract: | The authors describe corporate branding as an organizational tool whose successful application depends on attending to the strategic, organizational and communicational context in which it is used. The model is based on a gap analysis, which enables managers to assess the coherence of their corporate brand. The paper concludes that corporate brand management is a dynamic process that involves keeping up with continuous adjustments of vision, culture and image. The model suggests an approach to corporate branding that is organizationally integrated and cross-functional, hence the thesis that it is important to bring the corporation into corporate branding. |
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