Abstract
PurposeThe purpose of the paper is to develop a concept and framework of integrative brand management through a case analysis of the international Dove campaign.Design/methodology/approachThe paper presents a conception of integrative brand management and a case analysis.FindingsThe paper presents a thorough case analysis of the Dove campaign, and a framework of integrative brand management.Originality/valueThe paper contributes a framework for organizational brand analysis and management that is applicable to corporate communications, and also contributes a thorough case analysis of the international Dove campaign.
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