Corporate brand management: past, present and future

Abstract

There is a paradigm shift from Product Brand Management towards Corporate Brand Management. One of the reasons for its growing popularity is its strategic role and importance in gaining competitive advantage and in strategic management decisions. A major difference between product and corporate branding is that the latter requires greater focus within the organization. One of the implications of this is that corporate marketing necessitates not only a planning perspective which addresses the matching of external opportunities with core competencies, but also considers the integration of internal activities to ensure cohesion and therefore consistency in delivery. This paper presents differing perspectives on corporate brand management and presents a new approach by describing a model for managing corporate brands.