Guided by the brand: from brand management to integrative corporate communications

Abstract

Purpose The purpose of the paper is to develop a concept and framework of integrative brand management through a case analysis of the international Dove campaign. Design/methodology/approach The paper presents a conception of integrative brand management and a case analysis. Findings The paper presents a thorough case analysis of the Dove campaign, and a framework of integrative brand management. Originality/value The paper contributes a framework for organizational brand analysis and management that is applicable to corporate communications, and also contributes a thorough case analysis of the international Dove campaign.