Managing Corporate Reputation Through Corporate Branding

Majken Schultz, Mary Jo Hatch, Nick Adams

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review


This article, which concentrates on symbolic management by explaining the role of corporate branding in managing corporate reputation, using Novo Nordisk as a case study, presents three perspectives on corporate branding: the marketing perspective, the organisational perspective and the co-creation perspective. The three perspectives reviewed show the possibility of developing a multidisciplinary conceptualisation of corporate branding. They all offer insights important to managing organisations as corporate brands in a multi-stakeholder context and thus to the likelihood that corporate branding is a way to influence corporate reputation. The Novo Nordisk management believes the data indicate that corporate branding influenced reputation more than the other way around. Formal brand management practices may work considerably better when they complement rather than try to control existing forces at work among the stakeholders of a company.
TitelThe Oxford Handbook of Corporate Reputation
RedaktørerTimothy G. Pollock, Michael L. Barnett
ForlagOxford University Press
ISBN (Trykt)9780199596706
StatusUdgivet - 2012
NavnOxford Handbooks in Business and Management


  • Corporate branding
  • Corporate reputation
  • Symbolic management
  • Novo Nordisk
  • Marketing perspective
  • Organisational perspective
  • Co-creation perspective
  • Corporate brands
  • Formal brand management
  • Stakeholders