Corporate Brand Management Imperatives: Custodianship, Credibility, and Calibration

by John Balmer



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 the identities that constitute the corporate brand constellation. This article is 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.

California Management Review

Berkeley-Haas's Premier Management Journal

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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