Global corporate brand building: guidelines and case studies
Melewar, T. C. and Walker, Christopher (2003) Global corporate brand building: guidelines and case studies. Journal of Brand Management (11) . pp. 157-170. ISSN 1350-231X [Article] (doi:10.1057/palgrave.bm.2540163)
Abstract
Corporate brands are important in an international context, but only if they are managed in a manner that adds value to the international corporate offering, and are a continuum of the overall corporate strategy. The objective of this paper is to investigate the factors affecting the success of corporate brands globally. Two case studies are used to ascertain the importance of cultural dynamics and British national identity in the context of successful brands. It appears that corporate brands are only important if they successfully translate the core value proposition of the corporate offering into new territories.
| Item Type: | Article |
|---|---|
| Keywords (uncontrolled): | brand, valuation, equity, electronic, management, e-branding, e-tailing, management, international, Internet, marketing, measurement, personality, consumers, advertising, fast moving, consumer goods, FMCG, brand-building, strategy |
| Research Areas: | A. > Business School > International Management and Innovation A. > Business School > Marketing, Branding and Tourism A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group |
| Item ID: | 13328 |
| Useful Links: | |
| Depositing User: | Devika Mohan |
| Date Deposited: | 22 May 2014 08:18 |
| Last Modified: | 13 Oct 2016 14:30 |
| URI: | https://eprints.mdx.ac.uk/id/eprint/13328 |
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