Welcome to the Matrix - How to find and use your corporate brand's core identity
(2022) In Routledge Companions in Marketing, Advertising and Communication p.59-92- Abstract
- In this article, I use a broad brush to provide a big picture of a corporate brand, how corporate branding works, and what it takes to manage a corporate brand. In the movie The Matrix, Mr. Anderson is invited to come behind the scenes to see and experience a world beyond the projected image. My article’s title welcomes you to discover and experience a corporate brand’s reality with its opportunities and challenges. The Corporate Brand Identity Matrix (Urde, 2013; Greyser & Urde, 2019) provides a structure and logic for this discovery with topics and questions to be further developed and discussed during the course.
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/a71cd6af-bf80-492c-a500-6ef7bfb794c1
- author
- Urde, Mats LU
- organization
- publishing date
- 2022-04-29
- type
- Chapter in Book/Report/Conference proceeding
- publication status
- published
- subject
- keywords
- Corporate branding, Reputation, leadership as practice
- host publication
- The Routledge Companion to Corporate Branding
- series title
- Routledge Companions in Marketing, Advertising and Communication
- editor
- Inglesias, Oriol ; Ind, Nicholas and Schultz, Majken
- article number
- 4
- pages
- 33 pages
- publisher
- Routledge
- external identifiers
-
- scopus:85142011024
- ISBN
- 978-0-367-47663-2
- language
- English
- LU publication?
- yes
- id
- a71cd6af-bf80-492c-a500-6ef7bfb794c1
- date added to LUP
- 2022-11-09 12:42:21
- date last changed
- 2023-01-03 15:37:23
@inbook{a71cd6af-bf80-492c-a500-6ef7bfb794c1,
abstract = {{In this article, I use a broad brush to provide a big picture of a corporate brand, how corporate branding works, and what it takes to manage a corporate brand. In the movie The Matrix, Mr. Anderson is invited to come behind the scenes to see and experience a world beyond the projected image. My article’s title welcomes you to discover and experience a corporate brand’s reality with its opportunities and challenges. The Corporate Brand Identity Matrix (Urde, 2013; Greyser & Urde, 2019) provides a structure and logic for this discovery with topics and questions to be further developed and discussed during the course.}},
author = {{Urde, Mats}},
booktitle = {{The Routledge Companion to Corporate Branding}},
editor = {{Inglesias, Oriol and Ind, Nicholas and Schultz, Majken}},
isbn = {{978-0-367-47663-2}},
keywords = {{Corporate branding; Reputation; leadership as practice}},
language = {{eng}},
month = {{04}},
pages = {{59--92}},
publisher = {{Routledge}},
series = {{Routledge Companions in Marketing, Advertising and Communication}},
title = {{Welcome to the Matrix - How to find and use your corporate brand's core identity}},
year = {{2022}},
}