A bittersweet past: The negative equity of corporate heritage brands

introduction of the corporate brand concept (1995), the formal introduction of the corporate heritage notion (2006), the first special edition (in this journal) devoted to

Despite the positive impact of associating human brand with a corporate brand, eclipsing condition occurs when stronger celebrity brand is associated with a corporate brand

In this section we provide a summary of our analysis of the various brand development strategies identified by our scrutiny of the activities of Chinese organisations. Six major

Corporate brand building and management emerged as fundamental, and seemingly, all-pervasive, strategic concern of all eight leading business schools. Senior

Strategic corporate brand management requires commitment to three critically important imperatives: senior management custodianship; the building and maintaining of brand

maintenance, of the Crown as a brand it was anticipated that such insights would result in a conceptualization of the key elements underpinning its management:

This guest editorial for the special edition on corporate brands for the Journal of Product and Brand Management celebrates the formal introduction of the corporate brand notion in

The descriptive statistics confirmed the four research questions relating to Tong Ren Tang’s corporate heritage brand (a: the importance of Tong Ren Tang’s omni – temporality to