Of Bricks and Brands: From Corporate to Enterprise Branding

Organizational Dynamics Volume 38, Issue 2, April–June 2009, Pages 117–130




Brands have changed over the years. At first, they were a means of dressing up products. Created and managed almost exclusively by marketers, they were a designed means to attract and retain customers, justified by the price premiums the most respected brands enjoyed. Substantial price premiums made luxury brands the ideal, but soon corporate brands gained ground. The first corporate brands can perhaps be traced to international fashion houses like Dior and Chanel, and to automotive product manufacturing with brands like Mercedes and BMW….

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Authors: Mary Jo Hatch & Majken Schultz