Strong brands and corporate brands

Research output: Contribution to journalReview articleResearchpeer-review

126 Citations (Scopus)

Abstract

Purpose - This paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand. Design/methodology/approach - This paper examines the literature on "strong brands" and the experience of several established brands. Findings - 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. Originality/value - A new perspective of the social co-production of brands as meaningful representations, each with its own logic, is proposed as a managerially useful framework to research and frame brand development tasks. Given the development of anti-branding attacks, managers need to pay close attention to the new risks of managing corporate brands, and how they tie brands to their corporate social responsibility practices.

Original languageEnglish
Pages (from-to)742-760
Number of pages19
JournalEuropean Journal of Marketing
Volume40
Issue number7-8
DOIs
StatePublished - 17 Jul 2006

Fingerprint

Corporate brand
Branding
Logic
Attack
Co-production
Brand management
Organizational context
Managers
Corporate Social Responsibility
Design methodology

Keywords

  • Brand management
  • Brands
  • Corporate branding

Cite this

Kay, Mark. / Strong brands and corporate brands. In: European Journal of Marketing. 2006 ; Vol. 40, No. 7-8. pp. 742-760.
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Strong brands and corporate brands. / Kay, Mark.

In: European Journal of Marketing, Vol. 40, No. 7-8, 17.07.2006, p. 742-760.

Research output: Contribution to journalReview articleResearchpeer-review

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