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.
ERIM Article Series (EAS)
Corporate Reputation Review
Erasmus Research Institute of Management

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