Brand, Branding and Corporate Brand

Zalfa Laili Hamzah, Noor Adwa Sulaiman and Maria Mohd Ismail
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Zalfa Laili Hamzah: Universiti Malaya, Faculty of Business and Economics
Noor Adwa Sulaiman: Universiti Malaya, Faculty of Business and Economics
Maria Mohd Ismail: Universiti Malaya, Faculty of Business and Economics

Chapter 5 in Concepts of Corporate Governance and Public Governance, 2026, pp 99-121 from Springer

Abstract: Abstract This chapter presents the concept of the brand, branding and corporate brand as a strategic organisational asset that encompasses a company’s identity, values, culture, and stakeholder relationships. It begins with definitions of the concepts. The chapter explores key brand concepts such as brand positioning, brand equity, brand identity, brand purpose, brand experience, and brand personality, supported by models including Aaker’s Brand Equity Model, Keller’s Brand Resonance Pyramid, the Corporate Brand Identity Matrix, and Kapferer’s Identity Prism. It highlights the strategic importance of aligning brand identity with business strategy, fostering authenticity and consistency, and measuring brand performance through both financial and non-financial metrics, including ESG considerations. The discussion integrates the roles of corporate identity and reputation, emphasising how a strong brand supports competitive advantage, talent attraction, resilience in crisis, and sustainable organisational success.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-2449-5_5

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DOI: 10.1007/978-981-95-2449-5_5

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