An evaluation of corporate brand character
Pernille SchnoorCopenhagen Business School
“Corporate branding is one of those things that everyone believes is important, yet there is very little consensus as to what it means. Words such as 'values', 'image' and 'communication' swirl around. It is undoubtedly related to all these things.”
(Ind, 1997)
BACKGROUND
In recent years, a great deal of literature has focused on the effects and advantages of using a corporate branding strategy. Increasingly, companies seek to present themselves as corporate brands, following a corporate branding communication and management strategy. However, there is little empirical evidence...