New Frontiers and Perspectives in Corporate Brand Management: In Search of a Theory

摘要: Corporate brand management is a topic of growing significance in today’s academia and business. Organizations are increasingly getting attuned to the need treat their corporations as brands. A significant amount research has been dedicated product branding marketing over years, but corporate subject too little serious research. We intend address this gap issue.According Morsing (2002), means turning company into not just products sells. Achieving goal challenging managerial process that requires considers what it stands for how communicate it. goes deeper than marketing, because about communicating values identity strategic coherent way. It involves whole organization, modern multiproduct companies, development distinct commitment. brands such Dell, UPS, Sony, Samsung, IBM, Microsoft, Disney, British Airways, LEGO, Orange have received special mention nascent literature area (e.g., Aaker 2004; Balmer Gray 2003; Hatch Schultz 2003). Since 1995, 43 percent companies surveyed by Troy (1998) initiated new strategy.Corporate can help reduce costs, give customers sense community, provide seal approval, create common ground among stakeholders (Hatch 2001). There also trend toward aligning with ethical moral dimensions social responsibility (Maio This particularly important after recent scandals like those Enron WorldCom, which led many focus on brand.