Argument Paper: Corporate branding

Topic 

Argument Paper: Corporate branding

Instructions 

This assignment consists of a 2000 word analysis of a literature review paper presented in the International Journal of Management Reviews. There are three sections to this assignment. You should clearly identify each section using headings

  • What are the main arguments in the paper?

[Present this into an easily digestible analysis – without directly copying text within the paper and explain the main theoretical contributions of this paper. No more than 400 words]

  • How did the author(s) of the paper ensure that they developed an appropriate and rigorous framework for identifying the literature they used in the paper?

[Illustrate this with specific details from the paper. Consider analyzing the references presented as well as considering how they found and filtered the literature.]

  • How and to what extent has this paper been used in subsequent empirical studies according to Google Scholar?

[Check the citations within Google Scholar for the assigned article. Students should also evaluate how this original research has been used in a selection of these cited studies but not by just listing a selection of articles.]

Answer Preview 

The authors argue that corporate branding has become an area of concern over the years. The authors criticize other literature works for corporate branding that they have taken a complex approach. This makes it hard for managers in organizations to understand and define the corporate re-branding process. In addition, this makes it hard for them to re-brand their organizations. However, the authors have provided a remedy to the situation through the provision of an integrated solution that will enable the organizations to identify the major enablers and barriers to corporate re-branding. The enablers are the driving force of the re-branding process. They include strong branding, internal branding activities, integrated marketing program, stakeholder coordination, continuity of brand attributes, and development of brand understanding.

Word Count: 2200