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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.

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de Chernatony, L., Harris, F. Developing Corporate Brands Through Considering Internal and External Stakeholders. Corp Reputation Rev 3, 268–274 (2000). https://doi.org/10.1057/palgrave.crr.1540119

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Keywords

  • reputation
  • image
  • identity
  • brand
  • stakeholder
  • communications
  • intangibles
  • philanthropy
  • advertising
  • positioning
  • corporate branding
  • e-communication