Examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the appropriateness of corporate versus individual branding and how service organisations have challenged the...

[ES] Las empresas necesitan medir el valor de sus marcas para poder tomar las mejores decisiones tácticas y estratégicas relativas a estos activos intangibles. Es por ello que este trabajo desarrolla un instrumento de medida del valor de marca utilizando un enfoque formativo. A diferencia de...

Whilst brand strategy has high priority in most companies, there is often confusion by managers over what brands are and what they represent. Leslie de Chernatony classifies different types of brands with a matrix he has developed. This allows managers to decide how to allocate their resources...