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.
|Title of host publication||The Oxford Handbook of Corporate Reputation|
|Editors||Timothy G. Pollock, Michael L. Barnett|
|Place of Publication||Oxford|
|Publisher||Oxford University Press|
|Publication status||Published - 2012|
|Series||Oxford Handbooks in Business and Management|
Schultz, M., Hatch, M. J., & Adams , N. (2012). Managing Corporate Reputation Through Corporate Branding. In T. G. Pollock, & M. L. Barnett (Eds.), The Oxford Handbook of Corporate Reputation (pp. 420-444). Oxford: Oxford University Press. Oxford Handbooks in Business and Management