Article2001

Rethinking the brand concept: new brand orientation

290 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

Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini‐case studies to explore the issues in the branding debate and to illustrate how brand management is changing in response to market and environmental changes.

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References

1985Competitive Advantage: Creating and Sustaining Superior Performance 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 2000Marketing management: analysis. planning. implementation and control 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1992Marketing Services: Competing Through Quality 2000Cultivating Service Brand Equity

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2009City branding and the Olympic effect: A case study of Beijing 2007The management of destination brands: Five guiding principles based on recent developments in corporate branding theory 2009Cities and their brands: Lessons from corporate branding 2005The role of corporate identity in the higher education sector 2009The Instruments of Place Branding: How is it Done?2020

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