AMTP Proceedings 2012

Competence Based Brand: Meaning And Management

Document Type

Conference Proceeding

Conference Track

Marketing Management/ Strategy/ Branding

Publication Date

2012

Copyright

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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.

DOI

10.20429/amtp.2012.18

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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