The corporate brand identity matrix

摘要: The lack of a widely agreed framework to help define and align corporate brand identity constitutes serious managerial problem shortcoming the academic literature. In response, this article provides such framework, Corporate Brand Identity Matrix (CBIM), which draws upon relevant literature, enriched by hands-on experience gained its application in three international branding case studies. is explored internally, externally focusing on ‘brand core’. CBIM offers academics managers theoretical practical guide describing, defining aligning identity. It tailored alternative existing frameworks, have often been designed for product brands, not brands.