What Does Your Corporate Brand Stand For?
(2019) In Harvard Business Review January February 2019(January February 2019). p.82-89- Abstract
- Companies are extremely good at defining their product brands. Customers, employees, and other stakeholders know exactly what an iPhone is and means. But organizations are often less sure-footed when it comes to the corporate brand. What does the parent company’s name really stand for, and how is it perceived and leveraged in the marketplace and within the company itself?
A clear, unified corporate identity can be critical to competitive strategy, as firms like Apple, Philips, and Unilever understand. It serves as a north star, providing direction and purpose. It can also enhance the image of individual products, help firms recruit and retain employees, and provide protection against reputational damage in times of trouble. Many... (More) - Companies are extremely good at defining their product brands. Customers, employees, and other stakeholders know exactly what an iPhone is and means. But organizations are often less sure-footed when it comes to the corporate brand. What does the parent company’s name really stand for, and how is it perceived and leveraged in the marketplace and within the company itself?
A clear, unified corporate identity can be critical to competitive strategy, as firms like Apple, Philips, and Unilever understand. It serves as a north star, providing direction and purpose. It can also enhance the image of individual products, help firms recruit and retain employees, and provide protection against reputational damage in times of trouble. Many firms, however, struggle to articulate and communicate their brand. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/dc7b2e92-5d4a-475e-ac8a-cf6bcdfaab80
- author
- Greyser, Stephen A and Urde, Mats LU
- organization
- publishing date
- 2019-01-01
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- corporate brand identity, corporate brand identity matrix, brand identity, Brand core, internal branding, brand management, visual identity, Value proposition, brand personality, Brand image, Brand reputation
- in
- Harvard Business Review
- volume
- January February 2019
- issue
- January February 2019
- article number
- January February Issue
- pages
- 8 pages
- publisher
- Harvard Business Publishing
- external identifiers
-
- scopus:85061113377
- ISSN
- 0017-8012
- project
- Lund Brand Management Group
- language
- English
- LU publication?
- yes
- id
- dc7b2e92-5d4a-475e-ac8a-cf6bcdfaab80
- alternative location
- https://hbr.org/2019/01/what-does-your-corporate-brand-stand-for
- date added to LUP
- 2019-01-15 11:14:33
- date last changed
- 2024-01-15 11:08:56
@article{dc7b2e92-5d4a-475e-ac8a-cf6bcdfaab80, abstract = {{Companies are extremely good at defining their product brands. Customers, employees, and other stakeholders know exactly what an iPhone is and means. But organizations are often less sure-footed when it comes to the corporate brand. What does the parent company’s name really stand for, and how is it perceived and leveraged in the marketplace and within the company itself?<br/><br/>A clear, unified corporate identity can be critical to competitive strategy, as firms like Apple, Philips, and Unilever understand. It serves as a north star, providing direction and purpose. It can also enhance the image of individual products, help firms recruit and retain employees, and provide protection against reputational damage in times of trouble. Many firms, however, struggle to articulate and communicate their brand.}}, author = {{Greyser, Stephen A and Urde, Mats}}, issn = {{0017-8012}}, keywords = {{corporate brand identity; corporate brand identity matrix; brand identity; Brand core; internal branding; brand management; visual identity; Value proposition; brand personality; Brand image; Brand reputation}}, language = {{eng}}, month = {{01}}, number = {{January February 2019}}, pages = {{82--89}}, publisher = {{Harvard Business Publishing}}, series = {{Harvard Business Review}}, title = {{What Does Your Corporate Brand Stand For?}}, url = {{https://hbr.org/2019/01/what-does-your-corporate-brand-stand-for}}, volume = {{January February 2019}}, year = {{2019}}, }