Conceptualising the corporate brand as a socially owned asset: a critical contemplation

Silvia Biraghi, Rossella Chiara Gambetti, Don Edwards Schultz, Philip Kitchen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Over the past few years, brand reference appears to have declined, dramatically (Schultz and Block 2012; Schultz et al. 2013). Attempts have been made to offset that decline by developing company efforts to build and sustain a trustworthy corporate brand capable of supporting the entire product brand portfolio. In this paper we posit that managing the organization as a corporate brand may help companies differentiate their offerings and therefore regain some of their lost brand preference through enhancing and seeking to expand their social roles.
Original languageEnglish
Title of host publicationXIX Corporate and Marketing Communications Conference Proceedings
Pages59-62
Number of pages4
Publication statusPublished - 2014
EventXIX Corporate and Marketing Communications Conference (CMC) - Milano
Duration: 3 Apr 20144 Apr 2014

Conference

ConferenceXIX Corporate and Marketing Communications Conference (CMC)
CityMilano
Period3/4/144/4/14

Keywords

  • brand preference
  • corporate brand
  • societal corporate branding

Fingerprint

Dive into the research topics of 'Conceptualising the corporate brand as a socially owned asset: a critical contemplation'. Together they form a unique fingerprint.

Cite this