Describes the Strategy, Internal organization, Driving forces, External prestige and Corporate branding strategy (SIDEC) model that suggests under which conditions business unit managers must be willing to support a uniform corporate branding strategy. Role of business managers in the decision-making involved in corporate branding; Information on corporate brand endorsement models; Features of the SIDEC model.

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van Riel, C.B.M., & van Bruggen, G.H.. (2002). Incorporating business unit managers’ perspectives in corporate branding strategy decision making. Corporate Reputation Review, 241–251. Retrieved from