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
- corporate branding