Corporate Brand Identity Matrix
(2013) In Journal of Brand Management 20(9). p.742-761- Abstract
- The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the ‘brand core’. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often... (More)
- The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the ‘brand core’. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often been designed for product brands, not corporate brands. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/cd0172b3-17bf-455e-a81d-823c91abcb1c
- author
- Urde, Mats LU
- organization
- publishing date
- 2013-08-15
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- corporate brand identity, corporate brand management, brand orientation, managerial framework, corporate brand identity matrix
- in
- Journal of Brand Management
- volume
- 20
- issue
- 9
- pages
- 20 pages
- publisher
- Palgrave Macmillan
- external identifiers
-
- scopus:84889015928
- ISSN
- 1350-231X
- DOI
- 10.1057/bm.2013.12
- language
- English
- LU publication?
- yes
- id
- cd0172b3-17bf-455e-a81d-823c91abcb1c
- date added to LUP
- 2017-06-30 09:57:00
- date last changed
- 2022-04-25 01:01:28
@article{cd0172b3-17bf-455e-a81d-823c91abcb1c,
abstract = {{The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the ‘brand core’. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often been designed for product brands, not corporate brands.}},
author = {{Urde, Mats}},
issn = {{1350-231X}},
keywords = {{corporate brand identity; corporate brand management; brand orientation; managerial framework; corporate brand identity matrix}},
language = {{eng}},
month = {{08}},
number = {{9}},
pages = {{742--761}},
publisher = {{Palgrave Macmillan}},
series = {{Journal of Brand Management}},
title = {{Corporate Brand Identity Matrix}},
url = {{http://dx.doi.org/10.1057/bm.2013.12}},
doi = {{10.1057/bm.2013.12}},
volume = {{20}},
year = {{2013}},
}