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

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

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 libro › Contributo 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 originale	English
Titolo della pubblicazione ospite	XIX Corporate and Marketing Communications Conference Proceedings
Pagine	59-62
Numero di pagine	4
Stato di pubblicazione	Pubblicato - 2014
Evento	XIX Corporate and Marketing Communications Conference (CMC) - Milano Durata: 3 apr 2014 → 4 apr 2014

Convegno

Convegno	XIX Corporate and Marketing Communications Conference (CMC)
Città	Milano
Periodo	3/4/14 → 4/4/14

Keywords

brand preference
corporate brand
societal corporate branding

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title = "Conceptualising the corporate brand as a socially owned asset: a critical contemplation",

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.",

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author = "Silvia Biraghi and Gambetti, {Rossella Chiara} and Schultz, {Don Edwards} and Philip Kitchen",

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isbn = "978-88-6780-087-2",

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note = "XIX Corporate and Marketing Communications Conference (CMC) ; Conference date: 03-04-2014 Through 04-04-2014",

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AU - Biraghi, Silvia

AU - Gambetti, Rossella Chiara

AU - Schultz, Don Edwards

AU - Kitchen, Philip

PY - 2014

Y1 - 2014

N2 - 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.

AB - 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.

KW - brand preference

KW - corporate brand

KW - societal corporate branding

KW - brand preference

KW - corporate brand

KW - societal corporate branding

UR - http://hdl.handle.net/10807/56114

M3 - Conference contribution

SN - 978-88-6780-087-2

SP - 59

EP - 62

BT - XIX Corporate and Marketing Communications Conference Proceedings

T2 - XIX Corporate and Marketing Communications Conference (CMC)

Y2 - 3 April 2014 through 4 April 2014

ER -

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

Abstract

Convegno

Keywords

Altri file e collegamenti

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