search query: @author Chernatony, L. / total: 6
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| Author: | Chernatony, L. |
| Title: | Brand management through narrowing the gap between brand identity and brand reputation |
| Journal: | Journal of Marketing Management
1999 : APR, VOL. 15:1-3, p. 157-180 |
| Index terms: | MARKETING MANAGEMENT BRANDS MODELS |
| Language: | eng |
| Abstract: | Classical models of brand management pay insufficient attention to staff as brand builders, placing more emphasis on external issues such as image. This paper explores the significant contribution from employees and considers the need to align their values and behaviours with the brand's desired values. It clarifies the importance of culture in brand building and discusses how an adaptive, strategically appropriate culture is likely to be associated with healthy brand performance. |
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