SwePub
Sök i SwePub databas

  Extended search

Träfflista för sökning "id:"swepub:oai:lup.lub.lu.se:cd0172b3-17bf-455e-a81d-823c91abcb1c" "

Search: id:"swepub:oai:lup.lub.lu.se:cd0172b3-17bf-455e-a81d-823c91abcb1c"

  • Result 1-1 of 1
Sort/group result
   
EnumerationReferenceCoverFind
1.
  • Urde, Mats (author)
  • Corporate Brand Identity Matrix
  • 2013
  • In: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 20:9, s. 742-761
  • Journal article (peer-reviewed)abstract
    • The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the ‘brand core’. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often been designed for product brands, not corporate brands.
  •  
Skapa referenser, mejla, bekava och länka
  • Result 1-1 of 1
Type of publication
journal article (1)
Type of content
peer-reviewed (1)
Author/Editor
Urde, Mats (1)
University
Lund University (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2013 (1)

Kungliga biblioteket hanterar dina personuppgifter i enlighet med EU:s dataskyddsförordning (2018), GDPR. Läs mer om hur det funkar här.
Så här hanterar KB dina uppgifter vid användning av denna tjänst.

 
pil uppåt Close

Copy and save the link in order to return to this view