Strong Brands and Corporate Brands

European Journal of Marketing, Vol. 4, Nos. 7-8, pp. 742-760, 2006

19 Pages Posted: 12 Apr 2011

See all articles by Mark J. Kay

Mark J. Kay

Montclair State University

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

Kay, Mark J., Strong Brands and Corporate Brands (March 1, 2006). European Journal of Marketing, Vol. 4, Nos. 7-8, pp. 742-760, 2006, Available at SSRN: https://ssrn.com/abstract=1807320

Mark J. Kay (Contact Author)

Montclair State University ( email )

Upper Montclair, NJ 07043
United States

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