Corporate Brand Management Imperatives: Custodianship, Credibility, and Calibration
基于案例研究，提出企业品牌战略管理的三大要务：高层管理守护、品牌可信度建设与维护、以及七种身份的动态校准，对品牌管理者有参考价值。
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 AC 4 ID Test–a strategic, diagnostic, corporate brand management framework.