The paper re-examines the meaning of corporate branding from a conceptual and an interpretive methodological perspective through a two-stage process. The first phase is dominated by a semiotic deconstruction of corporate advertisements of four of the largest banks in Nigeria. The second engages...

This paper seeks to investigate how firms operating in technology intensive industries construct their corporate brands in the aftermath of the launch of the international technology road-map policy. A review of literature was put forward and a four page statement which appears in Sony’s...