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dc.contributor.authorJones, Richard
dc.date.accessioned2017-05-03T15:42:49Z
dc.date.available2017-05-03T15:42:49Z
dc.date.issued2010
dc.date.modified2011-07-26T09:30:04Z
dc.identifier.issn18142427
dc.identifier.urihttp://hdl.handle.net/10072/36082
dc.description.abstractCorporate branding is a powerful tool for aligning the firm's resources in the development of strategic competitive advantage. However up to date the advantages have proved elusive in practice. It is argued that the current focus in the corporate branding literature on core values and culture makes the organisation over focused on its own identity and reduces its responsiveness to change. Heterogeneity rather than homogeneity is seen as the key to building successful corporate brands that reach across a multitude of stakeholder groups and identities. Arguing from a market oriented approach, it is suggested that corporate brand vision offers a powerful tool to aligning the corporate brand whilst maintaining requisite flexibility. A model for the management of corporate brands is presented that highlights both the role of vision and the need to evaluation systems that monitor the ways in which the corporate brand creates value for key stakeholders.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherBusiness Perspectives
dc.publisher.placeUkraine
dc.publisher.urihttps://businessperspectives.org/index.php/journals/innovative-marketing/issue-126/corporate-branding-the-role-of-vision-in-implementing-the-corporate-brand
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom44
dc.relation.ispartofpageto57
dc.relation.ispartofissue1
dc.relation.ispartofjournalInnovative Marketing
dc.relation.ispartofvolume6
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Communications
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150502
dc.subject.fieldofresearchcode1505
dc.titleCorporate Branding: the role of vision in implementing the corporate brand
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.rights.copyrightSelf-archiving of the author-manuscript version is not yet supported by this journal. Please refer to the journal link for access to the definitive, published version or contact the author[s] for more information.
gro.date.issued2010
gro.hasfulltextNo Full Text
gro.griffith.authorGyrd-Jones, Richard


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