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The role of company image as brand equity

Barbara Ross‐Wooldridge (The University of Tampa, John H. Sykes College of Business, Tampa, Florida, USA)
Mark P. Brown (Department of Business Management and Administration, Foster College of Business Administration, Bradley University, Peoria, Illinois, USA)
Barbara D. Minsky (Department of Management and Marketing, College of Business Administration, Troy State University at Dothan, Dothan, Alabama, USA)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 June 2004

Abstract

Proposes that benefits would accrue as a result of the development of a halo marketing campaign for firms forced to serve unprofitable markets, and the pharmaceutical industry is used as an example. Halo marketing should allow firms to garner increased positive firm image and/or increased brand equity from serving these markets, as opposed to the unavailable traditional benefit of profit. Utilizes the international tourism literature to illustrate how firms may effectively use halo marketing since this literature has a history of applying halo marketing to increase travel to tourist destinations. Also integrates the corporate reputation literature base. Presents five research propositions regarding how these concepts could be applied to firms serving unprofitable markets.

Keywords

Citation

Ross‐Wooldridge, B., Brown, M.P. and Minsky, B.D. (2004), "The role of company image as brand equity", Corporate Communications: An International Journal, Vol. 9 No. 2, pp. 159-167. https://doi.org/10.1108/13563280410534357

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited