Would a Brand Smell Any Sweeter by a Corporate Name?
- Topics:
- Brand Management
- Source:
- Interbrand
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Overview: There is a growing interest in the topic of corporate brands, with confusion about what this means. This paper argues that the brand concept is context independent, thus the concept of the corporate brand is the same as the concept of the product or services brand. However, it is the enactment of brands that is different. The brand triangle is proposed as a device to facilitate understanding about a corporate brand’s characteristics. A model is advanced showing how a corporate brand can be enacted. Tension can arise in corporate brands from misalign values and based on this model, methods are described to surface values at four parts of the corporate branding process. Insights about these four sources of values enable managers to assess any value misalignment and thus reduce corporate brand tension.
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Format: PDF | Size: 66KB | Date: Aug 2001 | Pages: 32
