| Corporate behaviour vs brand behaviour: Towards an integrated view? (2007) | |||||||||||||
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| The behaviour of employees is an important element in the expression of identity. That behaviour therefore relates to different identity-focused, corporate-level concepts such as corporate identity and brand management. Both concepts are interlinked and need a stronger alignment in consideration of corporate-level marketing. The emerging interest in corporate and service brand management is increasing the relevance of behaviour. However, brand hierarchies could hinder identity-congruent behaviour on the part of the employees if the multiple identities of corporations are not aligned. We discuss the behaviour of management, corporate-level marketing, middle management and employees in the context of brand management and brand hierarchies. | |||||||||||||
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