Global corporate brand building: guidelines and case studies
Article
Melewar, T. and Walker, C. 2003. Global corporate brand building: guidelines and case studies. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540163
Type | Article |
---|---|
Title | Global corporate brand building: guidelines and case studies |
Authors | Melewar, T. and Walker, C. |
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. |
Keywords | 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 Group | Strategic Marketing, Consumer Behaviour and Branding/Identity group |
Publisher | Palgrave Macmillan |
Journal | Journal of Brand Management |
ISSN | 1350-231X |
Publication dates | |
2003 | |
Publication process dates | |
Deposited | 22 May 2014 |
Output status | Published |
Digital Object Identifier (DOI) | https://doi.org/10.1057/palgrave.bm.2540163 |
Language | English |
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