Article2002

Corporate branding in the retail sector: a pilot study

35 citations0/0 files storedCorporate Communications An International Journal

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

It can be argued that corporate branding is essentially a strategic task spanning across functional boundaries and internal and external spheres of the organisation. This paper presents the findings from a study in the UK retail sector, to assess whether practitioners share the view that the corporate brand is an integrative device and that the process of corporate branding is holistic in nature.

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1996Reputation: Realizing Value from the Corporate Image 1999Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation 1999Brand Orientation: A Mindset for Building Brands into Strategic Resources 1995Corporate Branding and Connoisseurship 1998Advertising's Internal Audience 1997Driving brand value : using integrated marketing to manage profitable stakeholder relationships 1997The Corporate Brand 1997Part VII: Managing Reputation: Pursuing Everyday Excellence: The image cascade and the formation of corporate reputations

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