Although there is a large body of research on brand equity, little in terms of a literature review
has been published on this since Feldwick's (1996) paper. To address this gap, this paper …

Corporate branding necessitates a different management approach. It requires greater emphasis
on factors internal to the organisation, paying greater attention to the role of employees …

There are many definitions of the "brand", yet a comprehensive theory of the brand construct
is still missing. This paper is a step towards developing a theory for the brand construct. …

This has long been the one book that students can rely on to get them thinking critically and
strategically about branding. This new fourth edition is no exception. THE definitive …

Examines the issues associated with the creation and development of service brands in
corporate branding. Initially considers the increasing importance of the services sector, the …

This paper presents, then explains, a model to grow and sustain brands strategically. It
adopts a more balanced perspective than existing models, since it builds on the asset of …

Classical models of brand management pay insufficient attention to staff as brand builders,
placing more emphasis on external issues such as image. This paper explores the significant …

Models of the components of brands are gaining more attention among practitioners and
academics. We review why managers have a tendency to develop mental models and …

This paper reviews the concept of place brand identity within the supply side aspect of place
branding. With no widely accepted model of place brand identity, the paper proposes a new …

In increasingly competitive markets, branding is of growing interest to business-to-business (B2B)
firms. Despite an increased interest in branding, and the predominance of branding in …