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

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Business Strategy Series

ISSN: 1751-5637
Previously published as: Handbook of Business Strategy

Online from: 2007

Subject Area: Strategy

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Document Information:
Title:	Guided by the brand: from brand management to integrative corporate communications
Author(s):	Nando Malmelin, (Development Director at A-Lehdet Oy, Helsinki, Finland), Jukka Hakala, (Managing Director at Kotoba Ltd, Helsinki, Finland)
Citation:	Nando Malmelin, Jukka Hakala, (2009) "Guided by the brand: from brand management to integrative corporate communications", Business Strategy Series, Vol. 10 Iss: 5, pp.248 - 258
Keywords:	Brand management, Communication management, Corporate communications, Sales campaigns
Article type:	Case study
DOI:	10.1108/17515630910989141 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
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.