Involving Stakeholders in Developing Corporate Brands: the Communication Dimension

Abstract

Those involved in corporate branding recognise that interactions with stakeholders are crucial. Surprisingly therefore, the author found that there is relatively little in the literature or in the study of practice that indicates how the range of stakeholders can be actively engaged in developing the corporate brand. Stakeholders are usually regarded as targets rather than partners in its development. This is reflected in the planning models, which, although often denoting stakeholders as integral to the process, are not explicit about how or to what extent they should be involved. In this paper a process describing the contribution that stakeholders can make based on the concept of a 'negotiated brand' is proposed. The author then goes on to outline four different practical communication strategies that can be used to involve stakeholders in corporate brand development depending on the nature of their relationship with the organisation.

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