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The Power of Corporate Brand Names: Integrated Marketing in Action

In: Contemporary Thoughts on Corporate Branding and Corporate Identity Management

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  • Brian C. Sowa

Abstract

Integrated marketing has rapidly circulated throughout many corporate communication departments. While public relations is still at the ‘heart’ of many organizations, it is often mixed with sales promotion, advertising and sales-force initiatives. The influence of these other areas (especially advertising) and the leverage that corporations increasingly exercise in financial, political and communication contexts has created an environment where the organization’s name and its associated brands are dominant forces in the cultural landscape. This essay explores the concept of branding and considers the influence of advertising/marketing in relation to branding, and most importantly, the ramifications for public relationships with internal and external stakeholders.

Suggested Citation

  • Brian C. Sowa, 2008. "The Power of Corporate Brand Names: Integrated Marketing in Action," Palgrave Macmillan Books, in: T. C. Melewar & Elif Karaosmanoğlu (ed.), Contemporary Thoughts on Corporate Branding and Corporate Identity Management, chapter 8, pages 150-165, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-58322-1_9
    DOI: 10.1057/9780230583221_9
    as

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