Corporate brand identity management – proposal of anew framework

摘要: The term “corporate brand” has been widely used in literature since the eighties. According to Balmer (1998) this concept tends be as an alternative of corporate identity. author argues that use branding principles discuss identity tended align area more closely with marketing. However, on brand management (Aaker, 1991; Kapferer, 1991 and de Chernatony McDonald, 1992), gives little attention (p. 985).