The six conventions of corporate branding

The six conventions of corporate branding This paper considers the emerging focus in both academic and practitioner literature on the concept of the corporate brand and argues that the underlying generative mechanisms and processes that enable successful corporate brand management are not clearly understood. Based on the findings of recent fieldwork, the authors outline six new conventions for understanding the processes of nurturing and managing a corporate brand and discuss the implications of these conventions for the emergent theory of corporate brand management. Evidence from this work has also led the authors to propose a more holistic definition of the corporate brand, “the visual, verbal and behavioural expression of an organisation's unique business model”. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The six conventions of corporate branding

European Journal of Marketing, Volume 37 (7/8): 19 – Aug 1, 2003

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560310477636
Publisher site
See Article on Publisher Site

Abstract

This paper considers the emerging focus in both academic and practitioner literature on the concept of the corporate brand and argues that the underlying generative mechanisms and processes that enable successful corporate brand management are not clearly understood. Based on the findings of recent fieldwork, the authors outline six new conventions for understanding the processes of nurturing and managing a corporate brand and discuss the implications of these conventions for the emergent theory of corporate brand management. Evidence from this work has also led the authors to propose a more holistic definition of the corporate brand, “the visual, verbal and behavioural expression of an organisation's unique business model”.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 2003

Keywords: Convergence; Action research; Corporate identity; Branding

References

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