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Corporate Brand Positioning – A Process Perspective

Koch, Christian LU (2014) 9th Global Brand Conference
Abstract
The purpose of this paper is to explore the process of positioning a corporate brand in the context of a global industrial organization. A process-focused single case study helped to generate detailed qualitative data to understand how management activities and choices in positioning the corporate brand occurred over time. The paper offers two main contributions: (1) It identifies seven stages of corporate brand positioning, representing crucial management activities and choices; (2) It apprehends corporate brand positioning as a complex process in need to be managed, coordinated and integrated across multiple levels within the organization. The context of a decentralized global industrial organization also contributes to the growing and... (More)
The purpose of this paper is to explore the process of positioning a corporate brand in the context of a global industrial organization. A process-focused single case study helped to generate detailed qualitative data to understand how management activities and choices in positioning the corporate brand occurred over time. The paper offers two main contributions: (1) It identifies seven stages of corporate brand positioning, representing crucial management activities and choices; (2) It apprehends corporate brand positioning as a complex process in need to be managed, coordinated and integrated across multiple levels within the organization. The context of a decentralized global industrial organization also contributes to the growing and needed understanding of corporate brand management in business markets. From a managerial perspective, the study contributes by highlighting barriers of change and actions that enable successful completion of corporate brand positioning. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to conference
publication status
published
subject
keywords
Corporate brand positioning, Brand positioning, Brand management, Corporate branding, Process, Strategic change, Industrial corporate brand
conference name
9th Global Brand Conference
language
English
LU publication?
yes
id
1512d8f4-7611-4e0e-8437-33c75ef018fa (old id 4778652)
date added to LUP
2014-12-10 15:09:39
date last changed
2016-04-16 12:40:55
@misc{1512d8f4-7611-4e0e-8437-33c75ef018fa,
  abstract     = {The purpose of this paper is to explore the process of positioning a corporate brand in the context of a global industrial organization. A process-focused single case study helped to generate detailed qualitative data to understand how management activities and choices in positioning the corporate brand occurred over time. The paper offers two main contributions: (1) It identifies seven stages of corporate brand positioning, representing crucial management activities and choices; (2) It apprehends corporate brand positioning as a complex process in need to be managed, coordinated and integrated across multiple levels within the organization. The context of a decentralized global industrial organization also contributes to the growing and needed understanding of corporate brand management in business markets. From a managerial perspective, the study contributes by highlighting barriers of change and actions that enable successful completion of corporate brand positioning.},
  author       = {Koch, Christian},
  keyword      = {Corporate brand positioning,Brand positioning,Brand management,Corporate branding,Process,Strategic change,Industrial corporate brand},
  language     = {eng},
  title        = {Corporate Brand Positioning – A Process Perspective},
  year         = {2014},
}