Previously published as: Handbook of Business Strategy
Online from: 2007
Subject Area: Strategy
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|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|
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.
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