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http://bura.brunel.ac.uk/handle/2438/7699
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DC Field | Value | Language |
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dc.contributor.author | Balmer, JMT | - |
dc.date.accessioned | 2013-11-20T12:10:17Z | - |
dc.date.available | 2013-11-20T12:10:17Z | - |
dc.date.issued | 2012 | - |
dc.identifier.citation | California Management Review, 54(3): 6 - 33, 2012 | en_US |
dc.identifier.issn | 0008-1256 | - |
dc.identifier.uri | http://bura.brunel.ac.uk/handle/2438/7699 | - |
dc.description | Copyright 2012 by The Regents of the University of California. All rights reserved. | en_US |
dc.description.abstract | Marshaling case study research insights, this article advances our knowledge of the strategic management of corporate brands. Strategic corporate brand management requires commitment to three critically important imperatives: senior management custodianship; the building and maintaining of brand credibility; and the dynamic calibration of seven identities constituting the corporate brand constellation. This article draws on research dating back to the 1990s and is also informed by the identity-based view of corporate brands perspective and by recent scholarship on the AC4ID Test—a strategic, diagnostic, corporate brand management framework. | en_US |
dc.language | English | - |
dc.language.iso | en | en_US |
dc.publisher | University of California, Berkeley | en_US |
dc.subject | Brand management | en_US |
dc.subject | Corporate strategy | en_US |
dc.subject | United Kingdom | en_US |
dc.subject | Brand equity | en_US |
dc.subject | China | en_US |
dc.subject | Communication in organizations | en_US |
dc.subject | Corporate culture | en_US |
dc.subject | Organizational change | en_US |
dc.title | Corporate brand management imperatives: Custodianship, credibility, and calibration | en_US |
dc.type | Article | en_US |
dc.identifier.doi | http://www.jstor.org/stable/10.1525/cmr.2012.54.3.6 | - |
pubs.organisational-data | /Brunel | - |
pubs.organisational-data | /Brunel/Brunel Active Staff | - |
pubs.organisational-data | /Brunel/Brunel Active Staff/Brunel Business School | - |
pubs.organisational-data | /Brunel/Brunel Active Staff/Brunel Business School/Business | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/Brunel Business School - URCs and Groups | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/Brunel Business School - URCs and Groups/Centre for Research in Marketing | - |
Appears in Collections: | Business and Management Publications Brunel Business School Research Papers |
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Fulltext.pdf | 342.52 kB | Adobe PDF | View/Open |
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