Bringing the Corporation into Corporate Branding

Mary Jo Hatch, Majken Schultz

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    Abstrakt

    This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented. The model is based on a gap analysis, which enables managers to assess the coherence of their corporate brand. Use of the model is illustrated by examining the stages of development that British Airways passed through in the creation of its corporate brand. The paper concludes that corporate brand management is a dynamic process that involves keeping up with continuous adjustments of vision, culture and image. The model suggests an approach to corporate branding that is organisationally integrated and cross‐functional, hence the thesis that it is important to bring the (whole) corporation into corporate branding.
    OriginalsprogEngelsk
    TidsskriftEuropean Journal of Marketing
    Vol/bind37
    Udgave nummer7/8
    Sider (fra-til)1041-1064
    Antal sider24
    ISSN0309-0566
    DOI
    StatusUdgivet - 2003

    Emneord

    • Corporate branding
    • Markedsføring
    • Virksomhedens omdømme
    • Virksomhedens image

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