... involves using a unified message across media and promotional materials, ensuring that different messages are not at odds with each other. © Emerald Group Publishing Limited 2012 Communication management Marketing Public relations Brand management Integrated communication Integrated...

...Pekka Tuominen Purpose The purpose of this study is to describe, analyse, and understand the emerging metaphors in brand management in the context of service brands. Design/methodology/approach This article takes the form of a conceptual study. Findings The silence metaphor illustrates...