TY - JOUR
T1 - Corporate Brand Strategy Formation
T2 - Brand Actors and the Situational Context for a Business-to-Business Brand
AU - Vallaster, Christine
AU - Lindgreen, Adam
PY - 2011
Y1 - 2011
N2 - Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process.
AB - Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process.
KW - Brand values
KW - Brand actors
KW - Situational context
KW - Social interactions
U2 - 10.1016/j.indmarman.2011.09.008
DO - 10.1016/j.indmarman.2011.09.008
M3 - Journal article
SN - 0019-8501
VL - 40
SP - 1133
EP - 1143
JO - Industrial Marketing Management
JF - Industrial Marketing Management
IS - 7
ER -