Purpose – The aim of this paper is to discuss how corporate brand images evolve in consumers' everyday life and its … presented that maps four alternative views on corporate brand images and market dynamics in relation to corporate branding …. Findings – Corporate brand evolution is suggested as a way of including consumers' everyday brand image constructions and re …

This paper presents an empirical study on store brand demand and its determinants. A two‐stage model is considered, in … manufacturer brands. The first stage identifies the segment of store brand customers and the second level determines customer … results provide insights into explanatory factors and useful implications for brand management. Extensions of the present work …

interactions between art, brands and culture, the self‐reflexivity of brands, and brand criticism. Findings – Successful artists … can be thought of as brand managers, actively engaged in developing, nurturing and promoting themselves as recognizable …

building an effective corporate brand. Design/methodology/approach – This paper examines the literature on “strong brands” and … the experience of several established brands. Findings – The study finds that no coherent theory defines brand management … brand” has shaped management branding practices. “Difference” and “consistency” are identified as the primary means of …

Purpose – The paper aims to clarify the relationship between organisational structures and individual brand supporting … the internal brand building process. The study aims to expand the domain of corporate branding by including a broader … corporate communications background. The data were complemented by documentary analysis, including brand documents, descriptions …

established between a corporate brand and entities in its surrounding network such as brands, product categories, persons, places … the corporate brand and other entities. The paper provides a structure to leverage the corporate brand in different … product market contexts. Findings – The paper offers the “corporate brand association base model” as a conceptual framework …

Purpose – Companies changing their brand names are frequently reported in the business press but this phenomenon has as … phenomenon and to analyse the impact of such strategies on corporate brand equity. Design/methodology/ approach – A cross … corporation's identity and core strategy. They also suggest that a change in marketing aesthetics affects brand equity less than …

Purpose – To analyse the power that a virtual brand community exerts over a brand of a mass‐marketed convenience … in virtual brand communities applied to convenience product (as opposed to niche or luxury goods). Design … virtual community that gathers around a convenience product brand shows a new form of sociality and customer empowerment: it …