Article2010

Corporate brand evolution: corporate brand images evolving in consumers' everyday life

65 citations0/0 files storedEuropean Business Review

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

Abstract

Purpose The aim of this paper is to discuss how corporate brand images evolve in consumers' everyday life and its implications for the company's branding strategies. Design/methodology/approach A conceptual discussion and a framework are presented that maps four alternative views on corporate brand images and market dynamics in relation to corporate branding. Findings Corporate brand evolution is suggested as a way of including consumers' everyday brand image constructions and re‐constructions in a company's branding strategy. Corporate brand evolution is based on two new concepts: image heritage and image‐in‐use. A model for understanding evolving strategic corporate branding is proposed. Research limitations/implications The proposed view on evolving corporate brands is deliberately developed for understanding open source brand dynamics in ever‐changing markets. This paper is limited to make a conceptual contribution. Therefore, research implications are to develop empirically the understanding of image‐in‐use and image heritage in various business contexts. Practical implications An understanding on how brands evolve over time has two major practical implications for companies. First, companies need to develop new approaches and methods to understanding how brands evolve over time. For example, by investigating the consumer' image heritage of the company. This may enhance considerably possibilities for open branding strategies that meet consumer reality to be developed. Originality/value The two new concepts, image heritage and image‐in‐use, and the novel approach of evolving corporate brand images are important as they are based on a new consumer understanding, recognizing that consumers' corporate image constructions are dynamic ever‐changing processes and not static end‐states.

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References

2003Evolving to a New Dominant Logic for Marketing 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991KEEPING AN EYE ON THE MIRROR: IMAGE AND IDENTITY IN ORGANIZATIONAL ADAPTATION.1999Strategy safari: a guided tour through the wilds of strategic management 2007Strategic Brand Management 2008From goods to service(s): Divergences and convergences of logics 2007Service Management and Marketing: Customer Management in Service Competition

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