The role of company image as brand equity

The role of company image as brand equity Proposes that benefits would accrue as a result of the development of a halo marketing campaign for firms forced to serve unprofitable markets, and the pharmaceutical industry is used as an example. Halo marketing should allow firms to garner increased positive firm image and/or increased brand equity from serving these markets, as opposed to the unavailable traditional benefit of profit. Utilizes the international tourism literature to illustrate how firms may effectively use halo marketing since this literature has a history of applying halo marketing to increase travel to tourist destinations. Also integrates the corporate reputation literature base. Presents five research propositions regarding how these concepts could be applied to firms serving unprofitable markets. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1356-3289
DOI
10.1108/13563280410534357
Publisher site
See Article on Publisher Site

Abstract

Proposes that benefits would accrue as a result of the development of a halo marketing campaign for firms forced to serve unprofitable markets, and the pharmaceutical industry is used as an example. Halo marketing should allow firms to garner increased positive firm image and/or increased brand equity from serving these markets, as opposed to the unavailable traditional benefit of profit. Utilizes the international tourism literature to illustrate how firms may effectively use halo marketing since this literature has a history of applying halo marketing to increase travel to tourist destinations. Also integrates the corporate reputation literature base. Presents five research propositions regarding how these concepts could be applied to firms serving unprofitable markets.

Journal

Corporate Communications: An International JournalEmerald Publishing

Published: Jun 1, 2004

Keywords: Marketing; Benefit; Markets; Brand equity

References

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