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...

The paper examines how the concept of corporate heritage brand management develops, based on a comprehensive review of academic literature on the meaning, components and models of corporate heritage brand management. Specifically, the study unearths the developmental processes from a new...

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...