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dc.contributor.authorBalmer, JMT-
dc.identifier.citationCalifornia Management Review, 54(3): 6 - 33, 2012en_US
dc.descriptionCopyright 2012 by The Regents of the University of California. All rights reserved.en_US
dc.description.abstractMarshaling case study research insights, this article advances our knowledge of the strategic management of corporate brands. Strategic corporate brand management requires commitment to three critically important imperatives: senior management custodianship; the building and maintaining of brand credibility; and the dynamic calibration of seven identities constituting the corporate brand constellation. This article draws on research dating back to the 1990s and is also informed by the identity-based view of corporate brands perspective and by recent scholarship on the AC4ID Test—a strategic, diagnostic, corporate brand management framework.en_US
dc.publisherUniversity of California, Berkeleyen_US
dc.subjectBrand managementen_US
dc.subjectCorporate strategyen_US
dc.subjectUnited Kingdomen_US
dc.subjectBrand equityen_US
dc.subjectCommunication in organizationsen_US
dc.subjectCorporate cultureen_US
dc.subjectOrganizational changeen_US
dc.titleCorporate brand management imperatives: Custodianship, credibility, and calibrationen_US
pubs.organisational-data/Brunel/Brunel Active Staff-
pubs.organisational-data/Brunel/Brunel Active Staff/Brunel Business School-
pubs.organisational-data/Brunel/Brunel Active Staff/Brunel Business School/Business-
pubs.organisational-data/Brunel/University Research Centres and Groups-
pubs.organisational-data/Brunel/University Research Centres and Groups/Brunel Business School - URCs and Groups-
pubs.organisational-data/Brunel/University Research Centres and Groups/Brunel Business School - URCs and Groups/Centre for Research in Marketing-
Appears in Collections:Business and Management
Brunel Business School Research Papers

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