Corporate brand, which is based on the characteristics of the company and its products can play an important role in the company's brand portfolio. It may help to distinguish between the company, the internal brand building, promote brand management, build trust and provide a vehicle for communicating with sustained support among the general external constituencies. However, the definition and successful management of the company's corporate brand needs to address several issues, including maintaining its relevance to the company's strategy to demonstrate its benefits to consumers, and to avoid negative associations or inconsistency. "Hide
by David A. Aaker Source: California Management Review 15 pages. Publication Date: 01 May 2004. Prod. #: CMR281-PDF-ENG
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