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

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

Risultato della ricerca: Contributo in libroContributo a convegno

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.
Lingua originaleEnglish
Titolo della pubblicazione ospiteXIX Corporate and Marketing Communications Conference Proceedings
Pagine59-62
Numero di pagine4
Stato di pubblicazionePubblicato - 2014
EventoXIX Corporate and Marketing Communications Conference (CMC) - Milano
Durata: 3 apr 20144 apr 2014

Convegno

ConvegnoXIX Corporate and Marketing Communications Conference (CMC)
CittàMilano
Periodo3/4/144/4/14

Keywords

  • brand preference
  • corporate brand
  • societal corporate branding

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