Title :
Corporate Brand Cube: Building Strong Corporate Brands
Author :
Shi, AN ; Liang, Gao ; Jian, WANG
Author_Institution :
Sch. of Manage., Harbin Inst. of Technol.
Abstract :
When Chinese companies start shifting their focus from domestic markets to global markets, corporate branding is an unavoidable issue. We propose a model, corporate brand cube model (CBCM), to help Chinese companies in their corporate branding. The CBCM is an extension of the current corporate branding frame. It redefines the concept of the corporate brand as a relationship between a company and its stakeholders, and it constructs a cube model in a three-dimension space to explain the logics behind corporate branding. In this model, we adopt the ideas in Physics and use density and volume to analyze how to build a strong corporate brand. Finally, through CBCM we propose a four-step framework for Chinese companies in the process of corporate brand management
Keywords :
globalisation; organisational aspects; Chinese companies; brand equity; brand relationship; corporate brand cube model; corporate brand management; domestic markets; global markets; stakeholders; three-dimension space; Asset management; Communication effectiveness; Companies; Customer relationship management; Energy management; Focusing; Globalization; Logic; Physics; Technology management; Brand equity; Brand management; Brand relationship; Corporate brand;
Conference_Titel :
Management Science and Engineering, 2006. ICMSE '06. 2006 International Conference on
Conference_Location :
Lille
Print_ISBN :
7-5603-2355-3
DOI :
10.1109/ICMSE.2006.314004