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Developing Corporate Brands Through Considering Internal and External Stakeholders

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Abstract:

We argue that creating an appealing corporate brand requires consideration of both internal and external stakeholders. A model for managing corporate brands is described in terms of the process of increasing the congruency between brand identity components and narrowing the gap between a brand's identity and its reputation. Propositions are derived from the model and managerial implications explored.Corporate Reputation Review (2000) 3, 268–274; doi:10.1057/palgrave.crr.1540119

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/palgrave.crr.1540119

Publication date: July 1, 2000

pal/crr/2000/00000003/00000003/art00007
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