This chapter reviews major concepts relevant to corporate brand management using corporate communication. Applicable literature comes from various disciplines, mainly communication and marketing. Besides defining major concepts, this chapter points out the rising importance of corporate brands and that of the communication activities that build them, namely corporate advertising and ad-like communication activities.


Product Brand Marketing Communication Parent Brand Corporate Communication Brand Extension 
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© Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden 2007

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