TY  - JOUR
AB  - This article offers the “brand web” model as a conceptual framework for the creation and ongoing analysis of corporate brands and brand relationships. The framework is particularly relevant for new economy ventures that result from alliances. In deploying the brand web model, marketers are asked to consider: the power relationship between the corporate brands; their corporate identities and brand values; the goals of each brand; and the relative strategies pursued to achieve these goals. These questions are posed within the context of the semiotic model of corporate identity.
VL  - 37
IS  - 7/8
SN  - 0309-0566
DO  - 10.1108/03090560310477663
UR  - https://doi.org/10.1108/03090560310477663
AU  - Leitch Shirley
AU  - Richardson Neil
PY  - 2003
Y1  - 2003/01/01
TI  - Corporate branding in the new economy
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 1065
EP  - 1079
Y2  - 2024/04/25
ER  -