Marshaling case study research insights, this article advances our knowledge of the strategic management of corporate brands. Strategic corporate brand management requires commitment to three critically important imperatives: senior management custodianship; the building and maintaining of brand credibility; and the dynamic calibration of seven identities constituting the corporate brand constellation. This article draws on research dating back to the 1990s and is also informed by the identity-based view of corporate brands perspective and by recent scholarship on the AC4ID Test—a strategic, diagnostic, corporate brand management framework.
- Brand management
- Corporate strategy
- United Kingdom
- Brand equity
- Communication in organizations
- Corporate culture
- Organizational change
The author acknowledges the helpful comments provided by the three anonymous reviewers.
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