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Corporate Brand Identity Matrix

Urde, Mats LU (2013) In Journal of Brand Management 20(9). p.742-761
Abstract
The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the ‘brand core’. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often... (More)
The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the ‘brand core’. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often been designed for product brands, not corporate brands. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
corporate brand identity, corporate brand management, brand orientation, managerial framework, corporate brand identity matrix
in
Journal of Brand Management
volume
20
issue
9
pages
20 pages
publisher
Palgrave Macmillan
external identifiers
  • scopus:84889015928
ISSN
1350-231X
DOI
10.1057/bm.2013.12
language
English
LU publication?
yes
id
cd0172b3-17bf-455e-a81d-823c91abcb1c
date added to LUP
2017-06-30 09:57:00
date last changed
2018-05-29 10:29:36
@article{cd0172b3-17bf-455e-a81d-823c91abcb1c,
  abstract     = {The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the ‘brand core’. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often been designed for product brands, not corporate brands.},
  author       = {Urde, Mats},
  issn         = {1350-231X},
  keyword      = {corporate brand identity,corporate brand management,brand orientation,managerial framework,corporate brand identity matrix},
  language     = {eng},
  month        = {08},
  number       = {9},
  pages        = {742--761},
  publisher    = {Palgrave Macmillan},
  series       = {Journal of Brand Management},
  title        = {Corporate Brand Identity Matrix},
  url          = {http://dx.doi.org/10.1057/bm.2013.12},
  volume       = {20},
  year         = {2013},
}