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Corporate brand identity in higher education: a relational perspective
Barros, Teresa; Martins, Francisco Vitorino; Barandas, Hortênsia Gouveia; Machado, Joana CésarIdentity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points out that there are external factors that that can influence it (Kennedy, 1975; Markwick e Fill, 1997; Balmer e Gray, 2000). This subject is even more interesting if one considers corporate brands. According to Aaker (2004) the number, the power and the credibility of corporate associations are bigger in the case...
Corporate brand identity management – proposal of a new framework
Barros, Teresa; Martins, Francisco Vitorino; Barandas, Hortênsia GouveiaThe term “corporate brand” has been widely used in literature since the eighties. According to Balmer (1998) this concept tends to be used as an alternative to the concept of corporate identity. The author argues that the use of branding principles to discuss corporate identity has tended to align the area more closely with marketing. However, the literature on brand management (Aaker, 1991; Kapferer, 1991 and ...
Identity – towards a conceptualization
Barros, Teresa; Martins, Francisco Vitorino; Barandas, Hortênsia GouveiaThe development of economical relations increases the interaction between organizations and stakeholders. It is no more acceptable to manage an organization under a transactional perspective where suppliers had a fundamental role. Nowadays organizations are being managed under a relational perspective where relations and relationship management in general have consequences in identity management (Hakansson e Sn...
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