Leveraging the corporate brand
作者: Tim Oliver BrexendorfKevin Lane Keller
作者单位: 1WHU – Otto Beisheim School of Management , Duesseldorf, Germany
2Dartmouth College, Tuck School of Business , Hanover, New Hampshire, USA
刊名: European Journal of Marketing, 2017, Vol.51 (9/10), pp.1530-1551
来源数据库: Emerald Journal
DOI: 10.1108/EJM-07-2017-0445
关键词: InnovativenessCorporate brandingBrand architectureBrand portfolioBrand boundariesCorporate associations
原始语种摘要: Purpose(#br)Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer. (#br)Design/methodology/approach(#br)This conceptual paper explains the nature, benefits and challenges of corporate brand innovativeness within the context of a firm’s brand architecture. On the basis of a literature review,...
全文获取路径: Emerald 

  • corporate 法人的
  • brand 黑穗病
  • particular 细致的
  • support 支柱
  • products 制品
  • portfolio 公事包
  • consider 仔细考虑
  • architecture 构造
  • research 
  • paper