The chapter defines the concept of corporate branding and illustrates its links with the strategic intangible assets of the firm to enhance firm competitive adtantage
Biraghi, S., Gambetti, R. C., Corporate branding and stakeholder engagement in corporate communication management: the link between identity and reputation, in Gambetti, R., Quigley, S. (ed.), Managing corporate communication: a cross-cultural approach, Palgrave Macmillan, Londra 2012: 169- 190 [http://hdl.handle.net/10807/41002]
Corporate branding and stakeholder engagement in corporate communication management: the link between identity and reputation
Biraghi, Silvia;Gambetti, Rossella Chiara
2012
Abstract
The chapter defines the concept of corporate branding and illustrates its links with the strategic intangible assets of the firm to enhance firm competitive adtantage
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