Managing Corporate Reputation Through Corporate Branding

Majken Schultz, Mary Jo Hatch, Nick Adams

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-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.
Original languageEnglish
Title of host publicationThe Oxford Handbook of Corporate Reputation
EditorsTimothy G. Pollock, Michael L. Barnett
Place of PublicationOxford
PublisherOxford University Press
Publication date2012
ISBN (Print)9780199596706
Publication statusPublished - 2012
SeriesOxford Handbooks in Business and Management

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