Competence Based Brand: Meaning And Management
Document Type
Conference Proceeding
Conference Track
Marketing Management/ Strategy/ Branding
Publication Date
2012
Abstract
This paper investigates how core competence helps in differentiating a corporate brand. This is achieved through a parallel review of discourses within core competence and corporate branding literatures – whilst also highlighting the weaknesses of existing corporate branding models. Consequently, the key discourses within core competence literature are drawn to develop a competence based corporate brand model. Thus a statement highlighting these discourses was presented to define a competence based brand. Accenture’s corporate advertisement was deconstructed through semiotic method – to strengthen the suggested definition. It is hoped that this paper would advance ongoing debate on the concept of corporate branding.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Otubanjo, Babasola Olutayo and Amujo, Olusanmi Celestine, "Competence Based Brand: Meaning And Management" (2012). Association of Marketing Theory and Practice Proceedings 2012. 18.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2012/18
