Rethinking the brand concept: new brand orientation
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 1 December 2001
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.
Keywords
Citation
Simões, C. and Dibb, S. (2001), "Rethinking the brand concept: new brand orientation", Corporate Communications: An International Journal, Vol. 6 No. 4, pp. 217-224. https://doi.org/10.1108/13563280110409854
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited