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 conferenza

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 originaleInglese
Titolo della pubblicazione ospiteXIX Corporate and Marketing Communications Conference Proceedings
EditoreEDUCatt
Pagine59-62
Numero di pagine4
ISBN (stampa)978-88-6780-087-2
Stato di pubblicazionePubblicato - 2014

Keywords

  • brand preference
  • corporate brand
  • societal corporate branding

Fingerprint

Entra nei temi di ricerca di 'Conceptualising the corporate brand as a socially owned asset: a critical contemplation'. Insieme formano una fingerprint unica.

Cita questo