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dc.contributor.authorM'zungu, Simonen_US
dc.contributor.authorMerrilees, Billen_US
dc.contributor.authorMiller, Daleen_US
dc.date.accessioned2017-04-24T11:13:39Z
dc.date.available2017-04-24T11:13:39Z
dc.date.issued2010en_US
dc.date.modified2010-11-10T07:13:47Z
dc.identifier.issn1350231Xen_US
dc.identifier.doi10.1057/bm.2010.15en_AU
dc.identifier.urihttp://hdl.handle.net/10072/34961
dc.description.abstractCorporate and product brands are increasingly accepted as valuable intangible assets of organisations, evidence of which is apparent in the reported financial value that strong brands fetch when traded in the mergers and acquisitions markets. However, while much attention is paid to conceptualising brand equity, less is paid to how brands should be managed and delivered in order to create and safeguard brand equity. In this article we develop a conceptual model of corporate brand management for creating and safeguarding brand equity. We argue that while legal protection of the brand is important, by itself it is insufficient to protect brand equity in the long term. We suggest that brand management ought to play an important role in safeguarding brand equity and propose a three-stage conceptual model for building and sustaining brand equity comprising: (1) adopting a brand- orientation mindset, (2) developing internal branding capabilities, and (3) consistent delivery of the brand. We put forward propositions, which, taken together, form a theory of brand management for building and safeguarding brand equity. We illustrate the theory using 14 cases of award-winning service companies. Their use serves as a demonstration of how our model applies to brand management practice.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherPalgrave Macmillanen_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom605en_US
dc.relation.ispartofpageto617en_US
dc.relation.ispartofissue8en_US
dc.relation.ispartofjournalJournal of Brand Managementen_US
dc.relation.ispartofvolume17en_US
dc.rights.retentionNen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleBrand management to protect brand equity: A conceptual modelen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2010
gro.hasfulltextNo Full Text


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