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Exploring logics in corporate brand identity formation – the case of family business
BLOMBÄCK, ANNA; RAMÍREZ-PASILLAS, MARCELA - Internationella Handelshögskolan, Högskolan i Jönköping - 2010
Purpose: The aim of this paper is to understand the logics at work when companies establish their corporate brand identities. Essential to this quest is to understand the reasoning of which corporate traits to communicate. As a case in point we target firms that make reference to being a...
Persistent link: https://www.econbiz.de/10008833351
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The corporate brand identity and reputation matrix : the case of the Nobel Pirze
Urde, Mats; Greyser, Stephen A. - In: The journal of brand management : an international journal 23 (2016) 1, pp. 89-117
Persistent link: https://www.econbiz.de/10011482901
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The corporate brand identity matrix
Urde, Mats - In: The journal of brand management : an international journal 20 (2012/13) 9, pp. 742-761
Persistent link: https://www.econbiz.de/10010234941
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ПОДХОДЫ К ФОРМИРОВАНИЮ МАРКЕТИНГОВОЙ СТРАТЕГИИ БАНКА
АНАТОЛИЕВНА, ВАСИЛЬЕВА ТАТЬЯНА - In: Бизнес Информ (2012) 3, pp. 218-220
В статье проведен анализ существующих подходов к формированию маркетинговой стратегии. Определены ключевые требования к формированию маркетинговой стратегии...
Persistent link: https://www.econbiz.de/10011217009
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Corporate heritage brand management : corporate heritage brands versus contemporary corporate brands
Cooper, Holly; Merrilees, Bill; Miller, Dale - In: The journal of brand management : an international journal 22 (2015) 5, pp. 412-430
Persistent link: https://www.econbiz.de/10011350083
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Brand-building and the elements of success : discoveries using historical analyses
Miller, Dale - In: Qualitative market research : an international journal 17 (2014) 2, pp. 92-111
Persistent link: https://www.econbiz.de/10010348880
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The corporate brand and strategic direction : senior business school managers' cognitions of corporate brand building and management
Balmer, John M. T.; Wang, Wei-Yue - In: The journal of brand management : an international journal 23 (2016) 1, pp. 8-21
Persistent link: https://www.econbiz.de/10011482790
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Corporate brand orientation : what is it? ; what of it? ; commentary
Balmer, John M. T. - In: The journal of brand management : an international journal 20 (2012/13) 9, pp. 723-741
Persistent link: https://www.econbiz.de/10010234982
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Twenty-five years of the Journal of Brand Management
Kernstock, Joachim; Powell, Shaun M. - In: The journal of brand management : an international journal 25 (2018) 6, pp. 489-493
Persistent link: https://www.econbiz.de/10011962811
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The Nobel Prize : the identity of a corporate heritage brand
Urde, Mats; Greyser, Stephen A. - In: The journal of product & brand management 24 (2015) 4, pp. 318-332
Persistent link: https://www.econbiz.de/10011407187