In Practice
Corporate Reputation Review (2006) 9, 271–280. doi:10.1057/palgrave.crr.1550030
A New CI and Rebranding Experience using the SK Brand Management System
Noh Jong Rhee1 and Eun Kyoung Han2
- 1SK Research Institute for SUPEX Management, Seoul, South Korea
- 2University of Sungkyunkwan, Seoul, South Korea
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Abstract
This paper makes use of the experiences of SK to examine how a corporation's philosophy and culture influence corporate identity (CI), and how CI and corporate reputation influence brand identity (BI). The author will also take a close look at how a Brand Management System (BMS) can be developed on the basis of CI and BI, and whether a BMS can be used for efficient governance within a new paradigm.
Keywords:
SK, brand identity, corporate identity, corporate reputation, brand management system
