Over the past few years, brand reference appears to have declined, dramatically (Schultz and Block 2012; Schultz et al. 2013). Attempts have been made to offset that decline by developing company efforts to build and sustain a trustworthy corporate brand capable of supporting the entire product brand portfolio. In this paper we posit that managing the organization as a corporate brand may help companies differentiate their offerings and therefore regain some of their lost brand preference through enhancing and seeking to expand their social roles.
Biraghi, S., Gambetti, R. C., Schultz, D. E., Kitchen, P., Conceptualising the corporate brand as a socially owned asset: a critical contemplation, Working paper, in XIX Corporate and Marketing Communications Conference Proceedings, (Milano, 03-04 April 2014), EDUCatt, Milano 2014: 59-62 [http://hdl.handle.net/10807/56114]
Conceptualising the corporate brand as a socially owned asset: a critical contemplation
Biraghi, Silvia;Gambetti, Rossella Chiara;Schultz, Don Edwards;Kitchen, Philip
2014
Abstract
Over the past few years, brand reference appears to have declined, dramatically (Schultz and Block 2012; Schultz et al. 2013). Attempts have been made to offset that decline by developing company efforts to build and sustain a trustworthy corporate brand capable of supporting the entire product brand portfolio. In this paper we posit that managing the organization as a corporate brand may help companies differentiate their offerings and therefore regain some of their lost brand preference through enhancing and seeking to expand their social roles.
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