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| Tekijä: | Uggla, H. |
| Otsikko: | The corporate brand association base: a conceptual model for the creation of inclusive brand architecture |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:7-8, p.785-802 |
| Asiasana: | brands management marketing COMPANIES |
| Vapaa asiasana: | product endorsement corporate branding |
| Kieli: | eng |
| Tiivistelmä: | The author analyzes the strategic positioning of associations that can be established between a corporate brand and its surrounding entities, such as brands, product categories, persons, places and institutions. A semiotic approach is used to describe the image transfer processes, and a structure to leverage the corporate brand in various product market environments is introduced in the article. As a result, the ‘corporate brand association modelÂ’ is presented as a conceptual framework for brand-to-brand cooperation. The model shows the ways in which a corporate brand can develop a brand architecture that is more expansive through transfer of image from brand equity sources in the surrounding brand network and in the internal brand hierarchy. The article provides practical implications for brand managers in the co-positioning process of corporate brands and evaluating risks. The framework is useful also in the planning of strategic brand alliances. |
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