Corporate brand building: A methodology

Abstract

Brand‐building goes beyond reputation management to give a firm a sustainable point of competitive difference from its rivals, based on rational and emotional values integrated into the firm. Because a brand is tangible (consisting of carefully managed associations in the mind of the target audience), a corporate brand can be built around a firm as readily as a product brand around a product. The QBO approach involves defining and communicating the firm's vision, values and styles (the firm's contribution to the world, its principles and how these are reflected in the behaviour of its people), implemented via a four‐stage methodology.

Citation

Hallawell, F. (1999), "Corporate brand building: A methodology", Journal of Communication Management, Vol. 3 No. 4, pp. 381-386. https://doi.org/10.1108/eb023500