Over the years, brand-building arguments have focused on process models; that is, brand-building and formation processes developed from historical and cultural foundations of the brand visionaries. They are then translated to the vision statements of corporate brands and the internalization of...

Over the vast discourse on corporate identity (CI), several CI models have been proposed – each with their respective elements, theoretical and empirical justifications for incorporating the corporate identity elements. These justifications are at the centre of where various scholars differ in...

Over the years, employer branding has not enjoyed as much attention in the branding literature. This led the researchers to try to locate a theoretical and conceptual basis of employer branding based on a review of the literature. As such, the literature revealed seven applicable models which...

Conceptual frameworks for “marketing” and “strategy” were developed with the aim of finding common grounds to form a social theory framework for strategic marketing. This was carried out by reviewing and distilling relevant contributions in the marketing and strategy literatures. Models...

Notwithstanding the vast scholarly contributions to the field of corporate identity and in extension, corporate visual identity, attempts to conceptualize the relationship between corporate logo – as an element of the corporate identity mix – and customer perception in a wholly service...

Service firms dependent on high technological infrastructure operate within a different service context from typical professional service firms. As a result, there is a tendency for such service firms to deviate from the existing (customer-centric) schools of service quality definition and...

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...

Purpose – This paper aims to theorise the concept of corporate brand covenant. Design/methodology/approach – Christian theology is drawn on to define and identify the source of the notion of covenant. Similarly, a review of the literature on the meaning and management of corporate branding...