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Core value-based corporate brand building

Urde, Mats LU (2003) In European Journal of Marketing 37(7/8). p.1017-1040
Abstract
Abstract



The aim of this article is to introduce a conceptual framework for a corporate brand building process based on core values. The nature, role, and function of core values are considered a central part of the value foundation of a corporate brand. In line with this reasoning, a distinction is also made between three groups of values: organisational values, core values, and added values. This article is based on research into the brand building efforts of more than 50 major companies over a period of 10 years. The Volvo case is used as an illustration and places special emphasis on internal processes. The role of the core values in the ten steps of the framework is explored and illustrated. The work is based on... (More)
Abstract



The aim of this article is to introduce a conceptual framework for a corporate brand building process based on core values. The nature, role, and function of core values are considered a central part of the value foundation of a corporate brand. In line with this reasoning, a distinction is also made between three groups of values: organisational values, core values, and added values. This article is based on research into the brand building efforts of more than 50 major companies over a period of 10 years. The Volvo case is used as an illustration and places special emphasis on internal processes. The role of the core values in the ten steps of the framework is explored and illustrated. The work is based on first-hand experiences, interviews, and unique internal strategy documents from Volvo.



The discussion defines core values as overarching concepts that summarise the identity of the corporate brand and as guiding lights for the brand building process. Another conclusion drawn from the article is that core values are vital for continuity, consistency and credibility in a value creating process. The theoretical and practical implications of using core values as a unifying common thread are discussed in relation to the paradigm of brand orientation. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
brand core values core value corporate branding
in
European Journal of Marketing
volume
37
issue
7/8
pages
1017 - 1040
publisher
Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/03090560310477645
language
English
LU publication?
yes
id
f4e32b10-dd5b-4fc7-9395-0aa68c274de6 (old id 1779025)
date added to LUP
2011-02-03 11:18:26
date last changed
2018-05-29 10:19:44
@article{f4e32b10-dd5b-4fc7-9395-0aa68c274de6,
  abstract     = {Abstract<br/><br>
<br/><br>
The aim of this article is to introduce a conceptual framework for a corporate brand building process based on core values. The nature, role, and function of core values are considered a central part of the value foundation of a corporate brand. In line with this reasoning, a distinction is also made between three groups of values: organisational values, core values, and added values. This article is based on research into the brand building efforts of more than 50 major companies over a period of 10 years. The Volvo case is used as an illustration and places special emphasis on internal processes. The role of the core values in the ten steps of the framework is explored and illustrated. The work is based on first-hand experiences, interviews, and unique internal strategy documents from Volvo.<br/><br>
<br/><br>
The discussion defines core values as overarching concepts that summarise the identity of the corporate brand and as guiding lights for the brand building process. Another conclusion drawn from the article is that core values are vital for continuity, consistency and credibility in a value creating process. The theoretical and practical implications of using core values as a unifying common thread are discussed in relation to the paradigm of brand orientation.},
  author       = {Urde, Mats},
  issn         = {0309-0566},
  keyword      = {brand core values
core value
corporate branding},
  language     = {eng},
  number       = {7/8},
  pages        = {1017--1040},
  publisher    = {Emerald Group Publishing Limited},
  series       = {European Journal of Marketing},
  title        = {Core value-based corporate brand building},
  url          = {http://dx.doi.org/10.1108/03090560310477645},
  volume       = {37},
  year         = {2003},
}