Corporate branding and connoisseurship
Article Abstract:
The rise of corporate brands in the 1990s should compel senior managers to develop a deeper understanding and proficiency in corporate brand management. If effectively managed, corporate brand can serve as a critical differentiator of the company in a commercial environment that is becoming increasingly competitive. Properly managed corporate brands also result in consistent consumer demand, added-value to products and services, higher financial margins, protection from competitors and high-quality staff. Corporate brand management can be successful if it is based upon a clear corporate mission and philosophy, an understanding of the corporate personality and corporate identity, and reliable information pertaining to the perceptions of stakeholders regarding the organization.
Publication Name: Journal of General Management
Subject: Business, general
ISSN: 0306-3070
Year: 1995
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Perceived corporate identity/ strategy dissonance: triggers and managerial responses
Article Abstract:
A theory-building case study on the identity and strategy during a period of environmental transformation is presented. It is revealed that identity and strategy were perceived inharmonious by senior managers with the occurrence of a strong industry-wide generic identity.
Publication Name: Journal of General Management
Subject: Business, general
ISSN: 0306-3070
Year: 2007
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The three virtues and seven deadly sins of corporate brand management
Article Abstract:
Successful brand management requires clear and consistent communication from a company. The company must also make sure that customers understand what makes their product different from the competition.
Publication Name: Journal of General Management
Subject: Business, general
ISSN: 0306-3070
Year: 2001
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