Rethinking the brand concept: new brand orientation
| Publication Type | Journal Article |
| Year of Publication | 2001 |
| Authors | Simoes C, Dibb S |
| Journal | Corporate Communications: an international journal |
| Volume | 6 |
| Issue | 4 |
| Pagination | 217-224 |
| Date Published | 11/2001 |
| ISBN Number | 1356-3289 |
| Keywords | Brands; corporate identity; literature; Marketing |
| URL | http://oro.open.ac.uk/2046/ |
| Refereed Designation | Refereed |
Abstract
Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini-case studies to explore the issues in the branding debate and to illustrate how brand management is changing in response to market and environmental changes.
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