Corporate Brand Building - The Early Argument

Stephen King in an article in "The Journal of Consumer Marketing" Fall 1991 put forward the idea of corporate brand building.

His argument is based on the idea that consumers are buying more services compared to products. Hence, even when somebody is selling products, consumers evaluate the services associated with the products and take their purchase and repurchase decisions.


He hiighlighted four aspects related to corporate brand building.

Staff
Orgnisation structure
Methods for communicating brand values
The Brand Idea

Stephen King is the author of the book - Developing New Brands

Stephen King spent 30 years at J Walter Thompson.
He was a non-executive director at WPP Group PLC in 1991.