The corporate brand identity matrix

@inproceedings{Urde2013TheCB,
  title={The corporate brand identity matrix},
  author={Mats Urde},
  year={2013}
}
  • Mats Urde
  • Published 2013
The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally… CONTINUE READING
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