Strong Brands and Corporate Brands
European Journal of Marketing, Vol. 4, Nos. 7-8, pp. 742-760, 2006
19 Pages Posted: 12 Apr 2011
Date Written: March 1, 2006
Abstract
The study finds that no coherent theory defines brand management tasks. Instead, paradigmatic cases of successful brands have come to define branding processes – the logic of the “strong brand” has shaped management branding practices. “Difference” and “consistency” are identified as the primary means of bringing about strong brands, yet these can be difficult to apply, particularly to corporate brands.
Keywords: Brands, Corporate Branding, Brand Management
Suggested Citation: Suggested Citation
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