2015
DOI: 10.1007/978-3-319-14571-6_3
|View full text |Cite
|
Sign up to set email alerts
|

Corporate Strategy and Corporate Branding: Reference Frame and Examples of Integrated Corporate Strategic & Brand Management (CS&BM)

Abstract: Strategy and brand are central constructs in the field of business management research and practice. But while strategic management has been in place for a long time, the holistic view on brand management has only stirred up some discussion in recent years. In this context, special attention is paid to the corporate brand, as this kind of brand has gained more significance in real life. In the process of corporate branding, it is crucially important that corporate strategy and brand strategy fall in line, as t… Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...
2

Citation Types

0
2
0

Year Published

2018
2018
2018
2018

Publication Types

Select...
1

Relationship

0
1

Authors

Journals

citations
Cited by 1 publication
(2 citation statements)
references
References 20 publications
(9 reference statements)
0
2
0
Order By: Relevance
“…Empirical evidence also suggests that in recent years, B2B companies have increasingly taken initiatives in corporate brand management. In fact, research on the subject has meant that Hermeneutics in brand identity instead of product brands, corporate brands are particularly important in the B2B field (Aspara and Tikkanen, 2008;Schmidt, 2015;Sequeira et al, 2015). However, it seems that there is confusion in the conceptualization of the product branding and corporate branding in B2B research (Gyrd-Jones et al, 2013).…”
Section: Literature Review On B2b Brandingmentioning
confidence: 99%
See 1 more Smart Citation
“…Empirical evidence also suggests that in recent years, B2B companies have increasingly taken initiatives in corporate brand management. In fact, research on the subject has meant that Hermeneutics in brand identity instead of product brands, corporate brands are particularly important in the B2B field (Aspara and Tikkanen, 2008;Schmidt, 2015;Sequeira et al, 2015). However, it seems that there is confusion in the conceptualization of the product branding and corporate branding in B2B research (Gyrd-Jones et al, 2013).…”
Section: Literature Review On B2b Brandingmentioning
confidence: 99%
“…Empirical evidence also suggests that in recent years, B2B companies have increasingly taken initiatives in corporate brand management. In fact, research on the subject has meant that instead of product brands, corporate brands are particularly important in the B2B field (Aspara and Tikkanen, 2008; Schmidt, 2015; Sequeira et al , 2015).…”
Section: Literature Review On B2b Brandingmentioning
confidence: 99%