Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century

John M.T. Balmer · Helen Joyce Stuart · Stephen A. Greyser

118 citations0/0 files storedCalifornia Management Review

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Corporate Identity and Reputation Marketing and Advertising Strategies Organizational Strategy and Culture

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Published as "Aligning identity and strategy: Corporate branding at British Airways in the late 20th century", California Management Review, 51(3), 6 - 23, 2009. © 2009 by the Regents of the University of California. Copying and permissions notice: Authorization to copy this content beyond fair use (as specified in Sections 107 and 108 of the U. S. Copyright Law) for internal or personal use, or the internal or personal use of specific clients, is granted by the Regents of the University of California for libraries and other users, provided that they are registered with and pay the specified fee via Rightslink® on JSTOR (http://www.jstor.org/r/ucal) or directly with the Copyright Clearance Center, http://www.copyright.com.

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2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 1997Relations between organizational culture, identity and image 2001Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog 2006Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology 2003Corporate brands: what are they? What of them?2003Bringing the corporation into corporate branding 2004Organizational identity : a reader 2007Essentials of Corporate Communication

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