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  • Corporate Branding: the role of vision in implementing the corporate brand

    Author(s)
    Jones, Richard
    Griffith University Author(s)
    Gyrd-Jones, Richard
    Year published
    2010
    Metadata
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    Abstract
    Corporate branding is a powerful tool for aligning the firm's resources in the development of strategic competitive advantage. However up to date the advantages have proved elusive in practice. It is argued that the current focus in the corporate branding literature on core values and culture makes the organisation over focused on its own identity and reduces its responsiveness to change. Heterogeneity rather than homogeneity is seen as the key to building successful corporate brands that reach across a multitude of stakeholder groups and identities. Arguing from a market oriented approach, it is suggested that corporate ...
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    Corporate branding is a powerful tool for aligning the firm's resources in the development of strategic competitive advantage. However up to date the advantages have proved elusive in practice. It is argued that the current focus in the corporate branding literature on core values and culture makes the organisation over focused on its own identity and reduces its responsiveness to change. Heterogeneity rather than homogeneity is seen as the key to building successful corporate brands that reach across a multitude of stakeholder groups and identities. Arguing from a market oriented approach, it is suggested that corporate brand vision offers a powerful tool to aligning the corporate brand whilst maintaining requisite flexibility. A model for the management of corporate brands is presented that highlights both the role of vision and the need to evaluation systems that monitor the ways in which the corporate brand creates value for key stakeholders.
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    Journal Title
    Innovative Marketing
    Volume
    6
    Issue
    1
    Publisher URI
    https://businessperspectives.org/index.php/journals/innovative-marketing/issue-126/corporate-branding-the-role-of-vision-in-implementing-the-corporate-brand
    Copyright Statement
    Self-archiving of the author-manuscript version is not yet supported by this journal. Please refer to the journal link for access to the definitive, published version or contact the author[s] for more information.
    Subject
    Marketing Communications
    Marketing
    Publication URI
    http://hdl.handle.net/10072/36082
    Collection
    • Journal articles

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