Search

Article Information


Corporate Brand Management Imperatives: Custodianship, Credibility, and Calibration
Balmer, John M.T.
54/3  (Spring 2012): 6-33

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

Learn more
Follow Us