Purpose – The purpose of this paper is to examine the relationship between corporate identity, corporate marketing and the pursuit of corporate objectives, particularly those objectives that require action at a societal level. Design/methodology/approach – The research is based on a...

This article offers the “brand web” model as a conceptual framework for the creation and ongoing analysis of corporate brands and brand relationships. The framework is particularly relevant for new economy ventures that result from alliances. In deploying the brand web model, marketers are...