Global corporate brand building: Guidelines and case studies

Authors: Melewar, T C¹; Walker, Christopher²

Source: The Journal of Brand Management, Volume 11, Number 2, 1 November 2003 , pp. 157-170(14)

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Abstract:

Corporate brands are important in an international context, but only if they are managed in a manner that adds value to the international corporate offering, and are a continuum of the overall corporate strategy. The objective of this paper is to investigate the factors affecting the success of corporate brands globally. Two case studies are used to ascertain the importance of cultural dynamics and British national identity in the context of successful brands. It appears that corporate brands are only important if they successfully translate the core value proposition of the corporate offering into new territories.Journal of Brand Management (2003) 11, 157-170; doi:10.1057/palgrave.bm.2540163

Document Type: Research article

DOI: http://dx.doi.org/10.1057/palgrave.bm.2540163

Affiliations: 1: 1is a lecturer in marketing and strategic management at Warwick Business School, University of Warwick. He has previous experience at MARA Institute of Technology, Malaysia, Loughborough and De Montfort Universities. He has a first degree in busi 2: 2is Vice President, Business Development, in the Global Corporate Finance division at Deutsche Bank AG. Christopher is currently studying for an Executive MBA at Warwick Business School. He has worked in financial services for seven years gaining

Publication date: 2003-11-01