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Developing Corporate Brands Through Considering Internal and External Stakeholders

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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
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Document Type: Research Article

Publication date: 01 July 2000

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