haku: @author Chernatony, L. de / yhteensä: 22
viite: 4 / 22
| Tekijä: | Vallaster, C. Chernatony, L. de |
| Otsikko: | Internal brand building and structuration: the role of leadership |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:7-8, p.761-784 |
| Asiasana: | brands marketing management |
| Vapaa asiasana: | social change leadership corporate branding |
| Kieli: | eng |
| Tiivistelmä: | The article examines the relationship between organizational structures and individual brand supporting behaviour. It aims to describe the ways in which leadership is important for brand building process, and it considers the usually neglected human resource and leadership related-aspects of corporate branding. Data was gathered with the help of an exploratory study consisting of indepth interviews and one expert group discussion. In addition, documentary analysis was used to complement the data. The results suggest that successful leaders have an integrating role, and they act at two levels; they integrate the elements of corporate identity structures and mediate between the corporate branding structures and the individual. The article presents practical implications for development of strong brand image, the emergence of brand ambassadors and managing the balance between change and stability. |
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