The six conventions of corporate branding
Abstract
This paper considers the emerging focus in both academic and practitioner literature on the concept of the corporate brand and argues that the underlying generative mechanisms and processes that enable successful corporate brand management are not clearly understood. Based on the findings of recent fieldwork, the authors outline six new conventions for understanding the processes of nurturing and managing a corporate brand and discuss the implications of these conventions for the emergent theory of corporate brand management. Evidence from this work has also led the authors to propose a more holistic definition of the corporate brand, “the visual, verbal and behavioural expression of an organisation's unique business model”.
Keywords
Citation
Knox, S. and Bickerton, D. (2003), "The six conventions of corporate branding", European Journal of Marketing, Vol. 37 No. 7/8, pp. 998-1016. https://doi.org/10.1108/03090560310477636
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited