| | |  | | | | Record from Web of Science® | | | | | | |
| Leveraging the corporate brand |
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| Author(s): Aaker DA |
| Source: CALIFORNIA MANAGEMENT REVIEW Volume: 46 Issue: 3 Pages: 6-+ Published: SPR 2004 |
| Times Cited: 19 References: 6 |
| Abstract: A corporate brand, which is based on the characteristics of the firm as well as its products, can play a critical role in a company's brand portfolio. It can help differentiate the firm, support internal brand building, facilitate brand management, build credibility, and provide a vehicle for communicating with and maintaining support among broad external constituencies. However, defining and successfully managing the corporate brand requires the firm to address a number of challenges, including maintaining its relevance to the company's strategy, demonstrating its benefits to consumers, and avoiding negative associations or controversies. |
| Document Type: Article |
| Language: English |
| Reprint Address: Aaker, DA (reprint author), Univ Calif Berkeley, Haas Sch Business, Berkeley, CA 94720 USA |
Addresses:
1. Univ Calif Berkeley, Haas Sch Business, Berkeley, CA 94720 USA |
| Publisher: UNIV CALIF, GRAD SCH BUSINESS ADMIN, BERKELEY, CA 94720 USA |
| Subject Category: Business; Management |
| IDS Number: 820DE |
| ISSN: 0008-1256 |
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| | | | | | | | | Record from Web of Science® | | | | | | | | | |