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 originale | Inglese |
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Titolo della pubblicazione ospite | XIX Corporate and Marketing Communications Conference Proceedings |
Editore | EDUCatt |
Pagine | 59-62 |
Numero di pagine | 4 |
ISBN (stampa) | 978-88-6780-087-2 |
Stato di pubblicazione | Pubblicato - 2014 |
Keywords
- brand preference
- corporate brand
- societal corporate branding