Much has been written about the strategic importance of added value as a means for achieving competitive advantage, but little attention has been paid to the meaning of the term “added value”. For the concept to realise its purported advantages, a better understanding of added value is...

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...

Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the management of...

There are few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product‐based branding advice. To contribute to services branding knowledge the authors undertook a review of the services management and services branding...

Purpose – The main objective of this study is to analyse the influence that service brand extensions have on corporate image. Design/methodology/approach – After reviewing the previous literature, a model is proposed and tested that shows how extending a services brand affects the overall...

Purpose – Having a successful brand that is integrated and coherent can provide a sustainable competitive advantage. The aim of this paper is to identify internal factors contributing to financial services brand success and ultimately to facilitate better‐informed branding activities,...

Purpose – The paper aims to clarify the relationship between organisational structures and individual brand supporting behaviour. It proposes modelling the social transformation process and outlining why and how leadership is important throughout the internal brand building process. The study...

Purpose – The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand equity. Design/methodology/approach – Data were collected in three European countries: Spain, UK, and...

The role of multiple grocery retailers is acknowledged as change agents in the UK cheese market. However, in the continental cheese sector there is evidence to suggest that the current marketing strategy adopted by retailers may lead to diminishing returns. In reviewing the literature on...

This paper approaches the subject of brand equity measurement on and offline. The existing body of research knowledge on brand equity measurement has derived from classical contexts; however, the majority of today's brands prosper simultaneously online and offline. Since branding on the Web...