Developing corporate brands through considering internal and external stakeholders
| Publication Type | Journal Article |
| Year of Publication | 2000 |
| Authors | de Chernatony L, Harris FJ |
| Journal | Corporate Reputation Review |
| Volume | 3 |
| Issue | 3 |
| Pagination | 268-274 |
| ISBN Number | 1363-3589 |
| URL | http://oro.open.ac.uk/27478/ |
| Refereed Designation | Refereed |
Abstract
We argue that creating an appealing corporate brand requires consideration of both internal and external stakeholders. A model for managing corporate brands is described in terms of the process of increasing the congruency between brand identity components and narrowing the gap between a brand's identity and its reputation. Propositions are derived from the model and managerial implications explored.
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