The question of coherency in corporate branding – over time and across stakeholders

Abstract

The paper investigates the successful establishment of a strong corporate brand with a particular emphasis on analysing the corporate branding literature’s assumptions about coherency. Successful corporate branding is claimed to imply a shared set of coherent statements about the company’s values towards its external and internal stakeholders over time. An empirical test is applied to the coherency assumption. First, the coherency of a corporate brand over time is investigated as it develops in the media. Secondly, the coherency between two stakeholders’ perceptions of the corporate brand, organisational members and the media is investigated. This research suggests there are three distinct types of coherencies in corporate branding strategies over time: statement coherency, interpretation coherency and uniqueness coherency. On the one hand, a strong corporate brand is characterised by tight coherency, as top management’s statements about values remain the same over time and towards different stakeholders, ie statement coherency. On the other hand, a strong corporate brand is simultaneously characterised by a loose, or even absent, coherency between stakeholders’ interpretations of top management’s statements as well as a lack of coherency in stakeholders’ interpretations of the corporate brand over time, ie interpretation coherency. Finally, a third coherency phenomenon is observed, ie stakeholders’ emphasis on changing topics over time, which they relate to the corporate brand. Stakeholders agree that these themes are unique features and hence the company is considered unique, ie the uniqueness coherency. The implications of multiple interpretations are discussed as well as changing interpretations in corporate branding. It is argued that statement coherency is a necessary element in successful corporate branding, and the viability of the ambition to develop interpretation coherency over time and across stakeholders in corporate branding is discussed from the point of view of allowing room for interpretation incoherency. Finally, the question of maintaining uniqueness coherency is discussed: for how long can a company represent “newness” in the eyes of its stakeholders – including itself? Implications for management are discussed.

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