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| Tekijä: | Kay, M. J. |
| Otsikko: | Strong brands and corporate brands |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:7-8, P. 742-760 |
| Asiasana: | brands management marketing organizations |
| Vapaa asiasana: | corporate brand |
| Kieli: | eng |
| Tiivistelmä: | The author assesses the development of branding theory especially in the organizational context of effectively constructing a corporate brand. This is done by examining the literature on strong brands and the experience of many already established brands. The results of the study show that there is no coherent theory defining brand management tasks and that pragmatic examples of successful brands are defining the branding processes. This way the logic of the strong brand has affected strongly the brand management practices. Difference and consistency are named as the most important means of creating a strong brand but they can be difficult to apply especially in the case of corporate brands. Social co-production of brands as meaningful representations is a new perspective demonstrated and proposed to be a practical framework for managers in brand development tasks. Managers should nowadays pay special attention to linking the branding activities to their corporate social responsibility practices and to the new risks of brand management. |
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