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Dimensions of corporate branding: How to emotionally engage the customer

Strategic Direction

ISSN: 0258-0543

Article publication date: 9 March 2015




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Strong growth has become something of a norm for luxury fashion brands. Even the recent worldwide economic problems have done little to harm performance. That said, times remain tough for many operators. Like most other industries, globalization and rapid developments in technology have combined to heighten competition within the operating environment. Brand identity has proved to be the conventional means of gaining an edge in the luxury fashion market. A reputation for such as craftsmanship, style, innovation and exclusiveness provides the means to develop and strengthen identity. Brand strength offers protection against competitive threats since it typically encompasses values and qualities which are hard to replicate.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2015), "Dimensions of corporate branding: How to emotionally engage the customer", Strategic Direction, Vol. 31 No. 4, pp. 28-30.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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