Please use this identifier to cite or link to this item: http://buratest.brunel.ac.uk/handle/2438/7699
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dc.contributor.authorBalmer, JMT-
dc.date.accessioned2013-11-20T12:10:17Z-
dc.date.available2013-11-20T12:10:17Z-
dc.date.issued2012-
dc.identifier.citationCalifornia Management Review, 54(3): 6 - 33, 2012en_US
dc.identifier.issn0008-1256-
dc.identifier.urihttp://bura.brunel.ac.uk/handle/2438/7699-
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.languageEnglish-
dc.language.isoenen_US
dc.publisherUniversity of California, Berkeleyen_US
dc.subjectBrand managementen_US
dc.subjectCorporate strategyen_US
dc.subjectUnited Kingdomen_US
dc.subjectBrand equityen_US
dc.subjectChinaen_US
dc.subjectCommunication in organizationsen_US
dc.subjectCorporate cultureen_US
dc.subjectOrganizational changeen_US
dc.titleCorporate brand management imperatives: Custodianship, credibility, and calibrationen_US
dc.typeArticleen_US
dc.identifier.doihttp://www.jstor.org/stable/10.1525/cmr.2012.54.3.6-
pubs.organisational-data/Brunel-
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-
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Brunel Business School Research Papers

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