...Michela Mingione Purpose – The purpose of the study is to inquire into and to provide an integrated framework of academics’ and practitioners’ conversations on corporate brand alignment. Design/methodology/approach – A systematic literature review (with no time restrictions) was used...

.... Bernard Pras can be contacted at: bernard.pras@dauphine.fr © Emerald Group Publishing Limited 2013 Implementation Alignment Brand management system Configurational patterns Hierarchical relations Identity and brand values Knowledge of brand management actions is a central concern...