search query: @author Leitch, S. / total: 5
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| Author: | Leitch, S. Richardson, N. |
| Title: | Corporate branding in the new economy |
| Journal: | European Journal of Marketing
2003 : VOL. 37:7-8, p. 1065-1079 |
| Index terms: | Corporate image Brands New economy |
| Language: | eng |
| Abstract: | The article offers the "brand web" model as a conceptual framework for the creation and ongoing analysis of corporate brands and brand relationships. In deploying the brand web model, marketers are asked to consider: the power relationship between the corporate brands, their corporate identities and brand values, the goals of each brand, and the relative strategies pursued to achieve these goals. These questions are posed within the context of the semiotic model of corporate identity. |
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