Kreowanie wartości przez marki korporacyjne

• Autorzy: Krzysztof Chmielewski

Warianty tytułu

Creation of Value through Corporate Brands

• Języki publikacji: PL

Abstrakty

W artykule wyjaśniono, czym jest marka korporacyjna, marka firmowa i marka produktowa oraz jakie są różnice między nimi. Przedstawiono historię i obecny status marek korporacyjnych oraz wskazano, jak pozycjonować markę korporacyjną w odniesieniu do portfela marek firmy. Kreowanie wartości przez marki korporacyjne zależy od kilku zidentyfikowanych w artykule czynników.(abstrakt oryginalny)

EN

The interest in corporate brands has risen significantly in recent years. Corporate brand management has moved on the key strategic agenda not only for owners or shareholders and top management but also for other stakeholders for various reasons. The following paper defines and explains what a corporate brand, a company brand and a product brand is and following that a brief history of the corporate brand follows. The last part of the paper deals with the creation of added value by corporate brands as well as negative aspects of such a brand approach.(original abstract)

Słowa kluczowe

PL

Marka przedsiębiorstwa; Marka produktu; Wartość dodana

EN

Enterprise's brand; Product brand; Value added

• Czasopismo: Marketing i Rynek
• Rocznik: 2014
• Numer: nr 8 (CD)
• Strony: 344--348

Twórcy

autor

Krzysztof Chmielewski

• Akademia Leona Koźmińskiego w Warszawie

Bibliografia

• R. Riezebos, Brand Management - A Theoretical/Practical Approach, FT Prentice Hall, London 1996.
• J. Kapferer, Strategic Brand Management, Kogan Page, London 1997.
• L. de Chernatony, M. McDonald, Creating Powerful Brands, 3rd edition, Butterworth-Heinemann, Oxford 2003.
• S. King, Brand Building in the 1990s, "Journal of Marketing Management‖ 1991, Vol. 7, No. 1, s. 3-13.
• D. Aaker, Brand Portfolio Strategy, Free Press, New York 2004
• K. Keller, Strategic Brand Management, 3rd edition, Pearson Prentice Hall, Upper Saddle River, NJ, 2008.
• N. Ind, The Corporate Brand, Macmillan, London 1996
• V. Rao, R. Agrawal, D. Dahlhoff, How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation?, "Journal of Marketing‖ 2004, October, 68, s. 126-141.
• M. Kay, Strong Brands And Corporate Brands, "European Journal of Marketing‖ 2006, 40 (7/8), s. 742-760.
• S. King, Brand building in the 1990s, "Journal of Marketing Management‖ 1991, Vol. 7, No. 1, s. 3-13.
• J. Balmer, E. Gray, Corporate Brands:What Are They? What Of Them?, "European Journal of Marketing‖ 2003, Vol. 37, No. 7/8, s. 972-997.
• M. Hatch, M. Schultz, Bringing the Corporation into Corporate Branding, "European Journal of Marketing‖ 2003, Vol. 37, No. 7/8.
• H. Uggla, P. Ásberg, Corporate Brands as Co-Driver. A Framework for More Transparent Corporate Brand Leverage, "The IUP Journal of Brand Management‖ 2009, Vol. VI, No. 3&4, s. 104-121.
• M. Urde, Core Value-Based Corporate Brand Building, "European Journal of Marketing‖ 2003, Vol. 37, No. 7/8, s. 1017-1040.
• A. Rindell, T. Strandvik, Corporate Brand Evolution: Corporate Brand Images Evolving in Consumers' Everyday Life, "European Business Review‖ 2010, Vol. 22, No. 3, s. 276-286.
• T. Anisimova, Corporate Brand: The Company-Customer Misalignment and its Performance Implications, "Brand Management‖ 2010, Vol. 17, No. 7, s. 488-503.
• M. Kay, Strong Brands and Corporate Brands, "European Journal of Marketing‖ 2006, 40(7/8), s. 742-760
• M. Hatch, M. Schultz, Bringing the Corporation into Corporate Branding, "European Journal of Marketing‖ 2003, Vol. 37, No. 7/8.
• D. Herbst, Corporate Identity, Cornelsen, Berlin 2003.
• H. Xie, D. Boggs, Corporate Branding Versus Product Branding in Emerging Markets: A Conceptual Framework, "Marketing Intelligence & Planning‖ 2006, Vol. 24, No. 4, s. 347-364.