Emerald Insight European Journal of Marketing Strategic corporate… — Volkswagen Constellation

6 Апр 2015 | Author: | Комментарии к записи Emerald Insight European Journal of Marketing Strategic corporate… — Volkswagen Constellation отключены
Volkswagen Constellation

Strategic corporate brand Perspectives from identity views of corporate brands

The wishes to thank the anonymous for their helpful and insightful In, addition he wishes to thank the Editors of this special for their encouragement and support. are due to Dr G. Soenen who worked with him on the ACID Test paper and to the WPP who funded the Transatlantic Identity


Abstract:

Purpose – This aims to advance comprehension of brands via the adoption of identity-based of corporate brands. It aims to a normative, diagnostic, model of brand management – The AC 4 ID Test. The of the model date back to the 1990s. The model is predicated on the to understand the seven identity forming a corporate brand The seven corporate brand facets are the actual, communicated, covenanted, cultural, ideal and corporate brand identities. As a but not an absolute rule there be meaningfully strategic alignment the corporate brand and other modes in the corporate brand The notion of temporal misalignment is articulated. Temporal misalignment is since different identity inhabit diverse time and, sometimes, temporal can be perilous (it is often a necessary

too). The notion of the identity-wheel of is articulated: a change of one identity may a chain reaction throughout the brand identity constellation.

Volkswagen Constellation

Design/methodology/approach – This article is by extant research and conceptualisations on brands and corporate branding It is also informed by recent, reviews of the identity literatures. The AC 4 ID framework incorporates recent vis-à-vis the diagnostic framework in branding contexts.

Findings – Adopting identity-based of corporate brands provides an in terms of our comprehension of them. A brand can be viewed as a distinct type. An identity mode is capable of being separate and from the corporate identity which it is derived. Corporate have multiple/attendant identities, may be characterised as a constellation of corporate identities: these identities the identity of the AC 4 ID Test of Corporate Management.

Originality/value – The AC 4 ID Test corporate identity framework outlined in article draws on recent in the field and adapts earlier of the framework so that it has a utility for the branding domain.

Volkswagen Constellation
Volkswagen Constellation
Volkswagen Constellation
Volkswagen Constellation

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