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What Does Your Corporate Brand Stand For?

Greyser, Stephen A and Urde, Mats LU (2019) In Harvard Business Review January February 2019(January February 2019). p.82-89
Abstract
Companies are extremely good at defining their product brands. Customers, employees, and other stakeholders know exactly what an iPhone is and means. But organizations are often less sure-footed when it comes to the corporate brand. What does the parent company’s name really stand for, and how is it perceived and leveraged in the marketplace and within the company itself?

A clear, unified corporate identity can be critical to competitive strategy, as firms like Apple, Philips, and Unilever understand. It serves as a north star, providing direction and purpose. It can also enhance the image of individual products, help firms recruit and retain employees, and provide protection against reputational damage in times of trouble. Many... (More)
Companies are extremely good at defining their product brands. Customers, employees, and other stakeholders know exactly what an iPhone is and means. But organizations are often less sure-footed when it comes to the corporate brand. What does the parent company’s name really stand for, and how is it perceived and leveraged in the marketplace and within the company itself?

A clear, unified corporate identity can be critical to competitive strategy, as firms like Apple, Philips, and Unilever understand. It serves as a north star, providing direction and purpose. It can also enhance the image of individual products, help firms recruit and retain employees, and provide protection against reputational damage in times of trouble. Many firms, however, struggle to articulate and communicate their brand. (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 identity matrix, brand identity, Brand core, internal branding, brand management, visual identity, Value proposition, brand personality, Brand image, Brand reputation
in
Harvard Business Review
volume
January February 2019
issue
January February 2019
pages
8 pages
publisher
Harvard Business Publishing
external identifiers
  • scopus:85061113377
ISSN
0017-8012
language
English
LU publication?
yes
id
dc7b2e92-5d4a-475e-ac8a-cf6bcdfaab80
alternative location
https://hbr.org/2019/01/what-does-your-corporate-brand-stand-for
date added to LUP
2019-01-15 11:14:33
date last changed
2019-02-17 05:07:54
@article{dc7b2e92-5d4a-475e-ac8a-cf6bcdfaab80,
  abstract     = {Companies are extremely good at defining their product brands. Customers, employees, and other stakeholders know exactly what an iPhone is and means. But organizations are often less sure-footed when it comes to the corporate brand. What does the parent company’s name really stand for, and how is it perceived and leveraged in the marketplace and within the company itself?<br/><br/>A clear, unified corporate identity can be critical to competitive strategy, as firms like Apple, Philips, and Unilever understand. It serves as a north star, providing direction and purpose. It can also enhance the image of individual products, help firms recruit and retain employees, and provide protection against reputational damage in times of trouble. Many firms, however, struggle to articulate and communicate their brand.},
  articleno    = {January February Issue},
  author       = {Greyser, Stephen A and Urde, Mats},
  issn         = {0017-8012},
  keyword      = {corporate brand identity,corporate brand identity matrix,brand identity,Brand core,internal branding,brand management,visual identity,Value proposition,brand personality,Brand image,Brand reputation},
  language     = {eng},
  month        = {01},
  number       = {January February 2019},
  pages        = {82--89},
  publisher    = {Harvard Business Publishing},
  series       = {Harvard Business Review},
  title        = {What Does Your Corporate Brand Stand For?},
  volume       = {January February 2019},
  year         = {2019},
}