Show simple item record

dc.contributor.authorJones, Richarden_US
dc.date.accessioned2017-05-03T15:42:49Z
dc.date.available2017-05-03T15:42:49Z
dc.date.issued2010en_US
dc.date.modified2011-07-26T09:30:04Z
dc.identifier.issn18142427en_US
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherBusiness Perspectivesen_US
dc.publisher.placeUkraineen_US
dc.publisher.urihttp://www.businessperspectives.org/journals_free/im/2010/im_en_2010_1_Jones.pdfen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom44en_US
dc.relation.ispartofpageto57en_US
dc.relation.ispartofissue1en_US
dc.relation.ispartofjournalInnovative Marketingen_US
dc.relation.ispartofvolume6en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Communicationsen_US
dc.subject.fieldofresearchcode150502en_US
dc.titleCorporate Branding: the role of vision in implementing the corporate branden_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
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.en_AU
gro.date.issued2010
gro.hasfulltextNo Full Text


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record