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Analysing the Corporate Brand

In: The Corporate Brand

Author

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  • Nicholas Ind

Abstract

Having looked at the nature of the corporate brand and the environmental factors that are making it increasingly important to competitive success, this chapter will suggest the means by which we can analyse the brand. Inevitably, the recommended approach is not the one and only universal route and there are other models that are worthy of consideration. However the model detailed below does have the following advantages: it links together marketing communications, human resources and products it stresses the importance of seeing things from the viewpoint of the organisation’s stakeholders it recognises the constraining and liberating effects of corporate culture it relates the corporate brand’s position to the corporate strategy.

Suggested Citation

  • Nicholas Ind, 1997. "Analysing the Corporate Brand," Palgrave Macmillan Books, in: The Corporate Brand, chapter 4, pages 42-65, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-37588-8_4
    DOI: 10.1057/9780230375888_4
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    Cited by:

    1. Jooyoung Hwang & Anita Eves & Jason L. Stienmetz, 2021. "The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study," Sustainability, MDPI, vol. 13(12), pages 1-33, June.
    2. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    3. Boukis, Achilleas & Punjaisri, Khanyapuss & Balmer, John M.T. & Kaminakis, Kostas & Papastathopoulos, Avraam, 2021. "Unveiling front-line employees’ brand construal types during corporate brand promise delivery: A multi-study analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 673-685.

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