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The Corporate Brand Identity and Reputation Matrix - The case of the Nobel Prize

Urde, Mats LU and Greyser, Stephen A. (2016) In Journal of Brand Management 23(1). p.89-117
Abstract

The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study, and is analysed using the Corporate Brand Identity and Reputation Matrix (CBIRM), introduced here for the first time. Eight key reputation elements adapted from the literature and enriched by the case study are incorporated within an existing corporate brand identity framework. Among the key findings are structural links outlining essential connections among elements of corporate brand identity and reputation. The new framework provides a structure for managing a corporate/organisational brand. It is a potential tool in the... (More)

The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study, and is analysed using the Corporate Brand Identity and Reputation Matrix (CBIRM), introduced here for the first time. Eight key reputation elements adapted from the literature and enriched by the case study are incorporated within an existing corporate brand identity framework. Among the key findings are structural links outlining essential connections among elements of corporate brand identity and reputation. The new framework provides a structure for managing a corporate/organisational brand. It is a potential tool in the definition, alignment and development of such brands. A limitation is that the communication dimension - the journey from identity to reputation and vice versa - is included, but not explored in detail. The originality of the article is two-fold: first, developing a new integrated framework; and second, refining and applying the framework to a distinctive research study of a specific organisational case, in this instance, the Nobel Prize. Specific quotes from extensive field interviews support the development of the new CBIRM and its broader managerial relevance and applicability.

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Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
brand orientation, corporate brand identity, corporate brand management, corporate brand reputation, market orientation, Nobel Prize
in
Journal of Brand Management
volume
23
issue
1
pages
29 pages
publisher
Palgrave Macmillan
external identifiers
  • Scopus:84955151440
ISSN
1350-231X
DOI
10.1057/bm.2015.49
language
English
LU publication?
yes
id
c3808600-dd5d-47f7-84dc-7c0314ff940f
date added to LUP
2016-07-26 10:50:51
date last changed
2016-12-04 04:53:06
@misc{c3808600-dd5d-47f7-84dc-7c0314ff940f,
  abstract     = {<p>The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study, and is analysed using the Corporate Brand Identity and Reputation Matrix (CBIRM), introduced here for the first time. Eight key reputation elements adapted from the literature and enriched by the case study are incorporated within an existing corporate brand identity framework. Among the key findings are structural links outlining essential connections among elements of corporate brand identity and reputation. The new framework provides a structure for managing a corporate/organisational brand. It is a potential tool in the definition, alignment and development of such brands. A limitation is that the communication dimension - the journey from identity to reputation and vice versa - is included, but not explored in detail. The originality of the article is two-fold: first, developing a new integrated framework; and second, refining and applying the framework to a distinctive research study of a specific organisational case, in this instance, the Nobel Prize. Specific quotes from extensive field interviews support the development of the new CBIRM and its broader managerial relevance and applicability.</p>},
  author       = {Urde, Mats and Greyser, Stephen A.},
  issn         = {1350-231X},
  keyword      = {brand orientation,corporate brand identity,corporate brand management,corporate brand reputation,market orientation,Nobel Prize},
  language     = {eng},
  month        = {01},
  number       = {1},
  pages        = {89--117},
  publisher    = {ARRAY(0xa1ea620)},
  series       = {Journal of Brand Management},
  title        = {The Corporate Brand Identity and Reputation Matrix - The case of the Nobel Prize},
  url          = {http://dx.doi.org/10.1057/bm.2015.49},
  volume       = {23},
  year         = {2016},
}