Articlegreen2012

Corporate identity, corporate branding and corporate reputations

411 citations0/0 files storedEuropean Journal of Marketing

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose The main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects the dimensions of these constructs, discriminates between them and represents their inter‐relatedness. Design/methodology/approach The paper draws on key literature relating to CI, CB and CR. Findings The paper develops a framework that explains and aligns the drivers of CB and CR. Practical implications Managers will be able to use the framework to help them align and optimise brand and reputation building efforts of their organisation. Academics will be able to use the framework as a basis for empirical research. Originality/value The article reconciles disparate views from a number of theoretical streams that have investigated CI, CB and CR and develops a comprehensive framework that shows that although the management and measurement of the constructs may overlap, the constructs themselves are not interchangeable.

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References

2004Firm resources and sustained competitive advantage 1984A resource‐based view of the firm 2010Strategic management a stakeholder approach 1995A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1992Scholarship Reconsidered: Priorities of the Professoriate 1996Prospering in Dynamically-Competitive Environments: Organizational Capability as Knowledge Integration 1997Dimensions of Brand Personality

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