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The corporate brand association base - A conceptual model for the creation of inclusive brand architecture
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2006 (English)In: European Journal of Marketing, ISSN 0309-0566, Vol. 40, no 08-jul, 785-802 p.Article in journal (Refereed) Published
Abstract [en]

Purpose - The purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding network such as brands, product categories, persons, places and institutions. Design/methodology/approach - A semiotic approach is used to describe image transfer processes between the corporate brand and other entities. The paper provides a structure to leverage the corporate brand in different product market contexts. Findings - The paper offers the corponate brand association base model as a conceptual framework for brand-to-brand collaboration. The model structures how a corporate brand can develop more expansive brand architecture through transfer of image from sources of brand equity in the internal brand hierarchy and surrounding brand network. Practical implications - A useful source for brand managers in the process of co-positioning corporate brands and assessing risks, in relation to brands, product categories, persons and institutions. The framework will make it easier for brand managers to design strategic brand alliances. Originality/value - The value of this study is that it has presented a model that adds depth and texture to the current academic discussion of corporate brand capitalization, by introducing a balance between in-house leverage and external leverage of the corporate brand.

Place, publisher, year, edition, pages
2006. Vol. 40, no 08-jul, 785-802 p.
Keyword [en]
corporate branding, brand management, product endorsement, product quality, alliances, extensions, knowledge, equity
URN: urn:nbn:se:kth:diva-15897DOI: 10.1108/03090560610669991ISI: 000239531300005ScopusID: 2-s2.0-33745870506OAI: diva2:333939
QC 20100525Available from: 2010-08-05 Created: 2010-08-05Bibliographically approved

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Uggla, Henrik
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Industrial Economics and Management (Dept.)
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