Relevant bibliographies by topics / Brand: corporate identity and corporate image

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Brand: corporate identity and corporate image'

Author: Grafiati
Published: 4 June 2021
Last updated: 8 February 2022

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Journal articles on the topic "Brand: corporate identity and corporate image"

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Le Roux, C., and C. Du Plessis. "An exploratory Q study of corporate brand identity elements governing corporate brand image formation." Southern African Business Review 18, no. 3 (January 29, 2019): 119–41. http://dx.doi.org/10.25159/1998-8125/5688.

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12Because of the growing demands on businesses to distinguish themselves from competitors, corporate brand identity and image are considered to be fundamental in enhancing the visibility and credibility of a business. This study identifi ed the perceptions of South African businesses across various industries of corporate brand identity elements that govern corporate brand image formation. In doing so, a theoretical perspective was adopted that borrows from both marketing communication and corporate communication theories. Firstly, the corporate brand identity elements deemed signifi cant in corporate brand image formation were identified from earlier literature and research. Secondly, Q methodology was used to categorise the variety and span of subjective opinion on those corporate identity elements deemed significant for corporate brand image formation. Finally, the dominant perceptions of the factors that govern corporate brand image formation were isolated through Q factor analysis. Seven richly diverse factors were derived, reflecting the most salient perceptions on the topic, namely trustworthiness of the brand, creative marketing, effective management and administration, stability through business innovation, customer satisfaction, effective integrated communication and strategic positioning of the brand.
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Jukić, Dinko. "Ekvilibrij korporativne marke: analiza identiteta." Oeconomica Jadertina 8, no. 2 (December 12, 2018): 34–47. http://dx.doi.org/10.15291/oec.2739.

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The paper presents and analyses contemporary corporate brand models, brand personality constructs as well as model C2ITE. Equilibrium of the corporate brand is constituted by an integrated model of different theoretical approaches to brand phenomena. The primary model is acquired as hexagonal brand identity, as it is also a starting construct that unites the derived models. The corporate brand is causal and depends on joint communication with all C2ITE features. The corporate brand origin is the corporate identity displayed and interpreted by the ACID test model. Corporate identity is essential for several reasons: it enables further creation of the corporate brand, image and other constructs, but also because of the strategic dimension of brand positioning in consumer consciousness. The design of the brand personality is confirmed by the CBBE model dimensions. The corporate brand equilibrium is suggested by the diversification of identity, image and personality. The corporate brand must have the ability to react quickly to market changes, as well as developed collaborative approach to all participants.
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WITT, PETER, and VERENA RODE. "CORPORATE BRAND BUILDING IN START-UPS." Journal of Enterprising Culture 13, no. 03 (September 2005): 273–94. http://dx.doi.org/10.1142/s0218495805000173.

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In this paper, we develop a multi-stage formative measurement model to investigate which factors constitute the corporate brand of a start-up as seen from within the firm (corporate identity) and as perceived from outside (corporate image). Furthermore, we propose a structural model for brand building in start-ups, i.e. the causal relation between corporate identity and corporate image. We test this model empirically for a sample of 311 German start-ups. The study proves the importance of well-balanced and timely corporate branding activities in new ventures. It shows that internal branding activities are at least as important as those communication measures that are directly targeted at external audiences like customers and investors.
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Anisimova, Tatiana. "Benchmarking desired corporate brand image in relation to stakeholders: a managerial perspective." Qualitative Market Research: An International Journal 17, no. 4 (September 2, 2014): 441–63. http://dx.doi.org/10.1108/qmr-06-2012-0034.

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Purpose – The purpose of this paper is to use managerial vision of corporate brand in relation to consumers, dealers and frontline employees to generate brand benchmarks. These benchmarks are sets of perceptions on how managers envision corporate brand to be positioned in minds of consumers, dealers and frontline employees. Additionally, this study explores managerial views concerning the importance of corporate branding in relation to an organization and its stakeholders. One of the most important strategic decisions that managers make concerns positioning of a corporate brand in the minds of key internal and external stakeholders. Design/methodology/approach – Insights are drawn from the in-depth semi-structured interviews with 22 senior managers from the three car manufacturers based in Australia and engaged in the corporate branding strategy. Findings – Although managers viewed corporate brand as a “strategic tool” and “the DNA” of an organization, the findings suggest that corporate brand strategy is ultimately driven by consumers rather than multiple stakeholders. Practical (utilitarian) components of the brand value were emphasized by the managers as key brand benefits communicated to consumers and also to dealers and frontline employees. Although managers recognized the importance of being seen as a “trustworthy partner” by dealer principals and customer-facing staff, the idea of dealer networks playing a role of a “supportive mechanism” for enhancing consumer experience, was domineering. Research limitations/implications – The views expressed by the interviewees in this paper may not fully reflect the views of the whole organization regarding the corporate brand. As this study is conducted in the car manufacturing industry, its findings may not be directly applicable in other industries. As corporate branding a relatively new area, organizations do not always appreciate its scope and what such a branding strategy involves. However, organizations need to move beyond a “product branding thinking” to a strategic perspective as corporate brands build the images formed and held by key external and internal stakeholders. Practical implications – Generating benchmarks for corporate brands using top management’s aspirations can assist organizations in generating focused and more nuanced understanding of how they wish corporate brand to be perceived by the key stakeholders and effectively build corporate brand. Originality/value – Managerial vision of corporate brand was used as a starting point in developing reference points (i.e. benchmarks) for the desired brand identity, which may potentially be developed into relevant standards and best practices in corporate branding within an organization.
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Balmer, John M. T., and Klement Podnar. "Corporate brand orientation: Identity, internal images, and corporate identification matters." Journal of Business Research 134 (September 2021): 729–37. http://dx.doi.org/10.1016/j.jbusres.2021.06.016.

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Ianenko, Marina, Mikhail Stepanov, and Liubov Mironova. "Brand identity development." E3S Web of Conferences 164 (2020): 09015. http://dx.doi.org/10.1051/e3sconf/202016409015.

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The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.
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Worcester, Robert. "Reflections on corporate reputations." Management Decision 47, no. 4 (May 1, 2009): 573–89. http://dx.doi.org/10.1108/00251740910959422.

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PurposeThe purpose of this paper is to illustrate the importance of corporate reputation to the management of contemporary organisations.Design/methodology/approachThe approach takes the form of survey research and case studies. The paper is informed by corporate image and reputation research undertaken for major international corporations, governments and NGOs in the UK and in countries throughout the world dating back to the late 1960s.FindingsThe paper finds that corporate image is an important factor in the success or failure of virtually all major organisations; corporate reputation is the synthesis of many factors: the brand(s) image, the products (and/or services) class image(s), the brand user(s) image, the image of the country of perceived ownership of a corporation, and the corporate culture/personality; corporate reputations can be measured, and changes in corporate reputations can be tracked; and corporate responsibility is replacing corporate social responsibility as an increasingly important factor in how people regard the corporate reputation of organisations.Practical implicationsPolicy makers should actively research and manage their corporate reputation. Familiarity breeds favourability, not contempt. All too often senior managers and their advisers (brand and corporate consultants, design consultants, advertising and public relations advisers, etc.), who have responsibility for the organisation's corporate reputation, muddle the distinctions between corporate reputation, corporate image, corporate identity, corporate personality, corporate culture, and other ways by which the elements of the corporate reputation are defined, and therefore used and measured.Originality/valueThe paper shares some of the lessons learned from 40 years' experience of MORI. The paper also marshals insights from the published output, lectures, and image‐modelling work.
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Teng, Weichen. "Importance of corporate image for domestic brands moderated by consumer ethnocentrism." Journal of Product & Brand Management 29, no. 3 (August 1, 2019): 257–72. http://dx.doi.org/10.1108/jpbm-09-2018-2020.

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Purpose Although consumers’ tendency to support domestic companies by buying local products is growing, few studies discuss the corporate branding for domestic brands. This study aims to help domestic brands develop corporate branding strategies by examining the effects of corporate image of domestic brands on customers’ purchase intentions. Design/methodology/approach This study investigates various aspects of corporate image, including product quality, corporate ability, corporate social responsibility (CSR) and local-customer-first (a measure that is identified in this study). It conducts a survey (N = 283) and tests eight hypotheses with bivariate regression analyses with SPSS, Hayes’ PROCESS macro and structural equation modelling with AMOS to identify significant relationships. Findings The results show that all aspects of corporate image have significant positive effects on customers’ purchase intentions towards domestic brands. However, the effect of CSR image on purchase intention is fully mediated by the corporate ability and product quality images, whereas consumer ethnocentrism moderates the corporate ability and local-customer-first images. Originality/value This study contributes to the literature by examining the effect of corporate image on customers’ domestic brand purchase intentions in emerging economies when the product quality image in the country is low. This study also identifies a new factor, local-customer-first, and its positive effect on purchase intention. It is recommended that domestic brands strengthen their CSR, corporate ability and local-customer-first images to gain local customers’ support. Furthermore, it is found that corporate ability and local-customer-first are more highly valued by ethnocentric consumers. These findings can help domestic brands develop corporate branding strategies.
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Malik, Muhammad Shaukat, Sadia Aslam, and Surayya Aslam. "Selling the brand inside: corporate image, corporate identity and employer brand: case study of I-SEC Netherlands B.V." International Journal of Business Performance Management 19, no. 3 (2018): 371. http://dx.doi.org/10.1504/ijbpm.2018.092761.

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Aslam, Surayya, Muhammad Shaukat Malik, and Sadia Aslam. "Selling the brand inside: corporate image, corporate identity and employer brand: case study of I-SEC Netherlands B.V." International Journal of Business Performance Management 19, no. 3 (2018): 371. http://dx.doi.org/10.1504/ijbpm.2018.10011853.

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Dissertations / Theses on the topic "Brand: corporate identity and corporate image"

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Khan, Muhammad Ghayour, and Omar Khan. "Corporate Identity, Corporate Branding and Brand Image." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-57516.

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This dissertation aims to address the research gap which was evident on the apparel industry. The authors identified that additional research is required on how corporate identity influences the designing of a brand image on apparel industry. In order to address the gap the authors first formed a research model based on literature review or secondary data. Later on, primary data was collected through qualitative research method from 14 garments companies in Pakistan. Moreover, the primary data and secondary data was synthesized in order to analyze and conclude the research.The finding shows that the communication is a main issue when forming the brand image and it must be in line with the corporate identity in order to form a successful brand.
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Janečková, Barbora. "Corporate identity a corporate image značky PRIM." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11719.

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The master thesis named "Corporate identity and corporate image of PRIM" analyses the current position of brand PRIM on the watch market in the Czech Republic whereas the main focus is on the description of its corporate identity elements and the brand management strategy. The thesis consists of two main parts - theoretical and practical. The theoretical part defines the concept of corporate identity, corporate image, as well as strategic planning and strategic brand management. The practical part comprises of the ELTON firm's presentation and analysis of the Czech watch market including the description of typical Czech customer. The major attention is paid to the evaluation of PRIM's corporate identity elements and its strategic brand management. At the end of the practical part, there is a presentation of my own proposals for possible improvements of the current brand strategy and consideration of the possibility of expansion into the foreign market.
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Jabbar, Zeenat. "The impact of corporate visual identity on brand personality." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8734.

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It is argued that there is a need to extend our understanding and knowledge of the magnitude to which the elements of corporate visual identity (CVI) are perceived as the communicators of brand personality and hence corporate image, by the consumers. This thesis extends the knowledge about corporate visual identity (CVI) factors, particularly, name, logo, and colours, by developing a comprehensive model which incorporates corporate visual identity (CVI) elements and brand personality (BP) traits (sophistication, sincerity, ruggedness, excitement, competence). The thesis focuses on the association of types of brand names with brand personality traits. This study also focuses on the different types of logos and their associations with different personality traits and on associations of different brand colours with different brand personality traits. A quantitative approach was adopted. A conceptual model was developed. This model looked at brand name, logo and colour and their collective association with, as well as their influence in, developing a brand‘s personality. A questionnaire was prepared and pretesting was carried out to test whether the constructs of the model were valid and reliable and that the instrument used was fit for purpose. Pakistan was the context for this research, and the brands chosen represented the cellular telecom industry of Pakistan. A sampling frame of Pakistani youth was chosen, with an age bracket of 18-26, as this age group which constitutes the highest usage of cellular services in Pakistan. The sample size was 1400, and the sampling method was stratified random sampling. Cross-tabulation analysis was conducted to test the hypotheses. The results from this study suggest that CVI has a significant positive impact on brand personality development. One of the strongest messages to emerge from this study is that CVI elements (namely, brand name, logo, and brand colours) are found to be essential for the creation of brand personality. This study provides a model that managers can use to influence consumers‘ perceptions and buying behaviour and also helps in the positioning of a brand in differentiating it from the competition. This study makes its contribution in that it is the first to empirically test the associations of CVI elements with BP traits and to present a conceptual model which examines the influence of CVI elements in shaping a brand‘s personality and establishing an integrative view of CVI elements and brand personality traits, and, to do so from South Asian perspective. This study is the first to clearly define the role of brand names in creating brand personalities, associating brand name types with brand personality traits and to establish an empirical relationship between types of brand names and various personality traits. This is the first study to provide empirical evidence to support the claim that brand logo types are associated with specific brand personality traits and to clearly associate brand colours with specific brand personality traits. Findings from this study allow companies in other business sectors as well as in other countries to develop their CVI strategy and to modify their CVI strategies to influence the brand personalities.
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Aslam, Muhammad Bilal, Mirza Nafees Baig, and Sohail Sahms. "How to establish corporate brand?" Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5975.

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Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed:

  1. What are the major components of corporate brand building process?
  2. How to establish corporate brand image with the customer?
  3. How effective corporate communication can enhance the corporate brand?

To reach the solution, Norden machinery as a case company was also studied. A theoretical framework was synthesized, based upon the different models and theories regarding the corporate brand building. The framework guided the authors through the entire research process.

Our empirical findings shows a quest in Norden to develop a corporate brand and during the analysis we found that the  in some areas case company is following the components of brand building process that were described in the theoretical framework but there are some areas where the Norden has to improve as well.

Thus based upon the analysis it is concluded that a company can establish a corporate brand by following the brand building components vision, culture, brand objectives, brand personality, brand essence, creating brand image and corporate communication.

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Elaies, Rosol, and Amanda Schreck. "The Influence of Internal Corporate Communicationson Brand Pride: A case study." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387342.

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The purpose of this paper is to get a deeper understanding of brand pride as a phenomenon and acompany’s influence on employees’ brand pride through their internal corporate communicationsprocesses. In order to do this, both primary and secondary data were collected and analyzed using a qualitative case study approach. A case company was chosen based on a previous internal surveythat showed that the company’s employees exhibited brand pride. Semi-structured interviews were conducted and documents from the case company were collected in order to analyze according to the analytical model that was developed out of the theory. It was concluded that internal corporate communications processes can contribute towards brand pride in three ways: through clear and explicit communication, repetitive communication, and in matching internal and external communications. It was also found that employees identify with the corporate identity, and thus experience brand pride, differently, contributing towards two types of brand pride: collective and personal brand pride.
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Růna, David. "Význam corporate designu pro firemní komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15903.

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Thesis is focused on corporate identity with accent on corporate design. It describes roles and relationships among particular components of CI. More detailed is aimed at corporate design. Practical part of thesis describes redesign process and presents results of research on this theme.
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Jansson, Felix. "Företagsidentitet & image - Valet av present- och profilreklam." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-6298.

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Syfte: Huvudsyftet med denna studie är att få en förståelse för vilken roll ett företags identitet och image har för valet av profilreklam. Metod: Studien är baserad på en kvalitativ undersökning där en fallstudie har gjorts av två stycken företag/organisationer som är köpare av profilreklam samt deras profilföretag. En tvärsnittsstudie har sedan gjorts av mottagaren av profilreklam. Resultat: Ett företags identitet och image har stor betydelse för valet av profilreklam, framförallt företagets strategi, kultur, design och marknadskommunikation. Begränsningar: Studien har endast undersökt två svenska företag/organisationer och deras profilföretag om hur de arbetar med att ta fram profilreklam. Praktiska implikationer: Resultatet i studien kan användas för att ta fram profilreklam som syftar till att stärka ett företags image som varumärke. Originalitet: Många forskare har undersökt företags identitet och image samtidigt som många har undersökt profilreklam i olika aspekter men få studier har kombinerat dessa två och sett vilken betydelse ett företags identitet och image har för valet av profilreklam. Nyckelord: Företagsvarumärke, företagsidentitet, företagsimage, presentreklam, profilreklam, give-aways.
Objective: The main purpose of this study is to get an understanding of what purpose a corporate identity and image has for the choice of promotional products. Method: The study is based on a qualitative research and a case study has been made of two companies/organizations as buyers of promotional products and their profile companies. A cross-sectional study has been made of the receivers of promotional products. Results: A corporate identity and image have a big impact on the choice of promotional products, especially the company’s strategy, culture, design and market communication. Limitations: The study have only researched two Swedish companies/organizations and their profile companies on how they choice promotional products. Practical implications: The result in this study can be used to choose promotional products for the purpose to strengthen a company’s brand. Originality: Many researchers have studied corporate identity and image and many have studied promotional products in different aspects, but few have studied the combination of the two and looked at the meaning corporate identity and image has for the choice of promotional products. Keywords: Corporate brand, corporate identity, corporate image, promotional products, give-aways.
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Zwakala, Kuhle Mkanyiseli. "Brand identity of a selected South African bank." Thesis, Cape Peninsula University of Technology, 2016. http://hdl.handle.net/20.500.11838/2435.

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Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2016.
By virtue of existence, a brand has a history, and probably an envisaged future. Collectively these variables are understood to be central to a brand’s identity formulation. However, there are various other elements that may inform brand identity construction. This study investigated brand identity formulation of a bank brand in the South African banking sector. In essence, the current study probed variables or elements that inform brand identity formulation, in this service oriented sector. It is understood that individual human identities can collectively influence the formulation of an institution’s brand identity, among other factors. Therefore, a question arises whether academic brand identity theory and practice are congruent in service sectors, particularly the South African banking sector. Dominated by few major banks, the South African banking sector is characterised by an oligopolistic market structure, where services provided are seen to be generic. Hence, the current inquiry on the practice (or lack thereof) of brand identity theory for differentiation, and distinction purposes. In this regard, Nedbank was used as a reference institution. In essence, Nedbank brand identity was investigated.
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Ampuero, Denise, and Sophie Holmberg. "Co-created reputation in a nonprofit context : A mixed-method study of SACC-DC." Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-90710.

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Reputation has been the subject of marketing research throughout recent years, and it was found to be an important measure of how organizations are perceived. The theory of co-creation, where organizations interact and deliver value through the involvement of customers, has also shown positive effects on performance. The main purpose of this thesis is to gain a deeper understanding of how reputation and co-creation are managed internally. Furthermore, this study aims to investigate the impact of brand image, satisfaction, perceived quality, and brand experience on co-creation and reputation by evaluating the external perceptions of members of a nonprofit membership organization, the Swedish-American Chamber of Commerce of Washington, D.C., Inc. (SACC-DC). For a nonprofit membership organization, both reputation and co-creation can be of importance, as they do not compete by financial means, but instead by how the members perceive the networking service that they provide. We could identify a research gap, since there is no study that examines co-creation in relation to reputation. Furthermore, there is a need to conduct more research on co-creation in the nonprofit context. We could also see that more in-depth studies need to be done on reputation in order to understand the underlying factors of the internal management of the reputation. In order to fulfill the purpose of the thesis, a mixed-method study has been conducted. In the qualitative study, we have conducted eight semi-structured interviews with board members and employees of SACC-DC. Through the interviews, we gained a deeper understanding of how the reputation is managed by exploring how the organization works with co-creation, identity, desired identity and perceived quality. From the interviews, four themes were derived to explain how the organization co-creates their reputation together with their members. The themes were brand identity, brand delivery, value, and mutual responsibility. Our qualitative findings resulted in a table, showing that the reputation could benefit from being co-created in nonprofit membership organizations. In order to advance an understanding of how members of SACC-DC perceive the reputation and co-creation, a quantitative study was conducted. We assessed the effects of brand image, brand experience, satisfaction and perceived quality on co-creation and reputation. Our regression analyses showed that brand image and brand experience had positive significant effects on both co-creation and reputation, and that perceived quality had a positive significant effect on reputation. We could also conclude that co-creation had a positive significant effect on reputation. From our qualitative interviews together with the results of our quantitative study, we could conclude that there are perceptional differences regarding the reputation between board members and members of SACC-DC. We can also conclude that the reputation of SACC-DC is indeed co-created by board members together with other members, which implies that both management and customers take part in the process of creating the best possible reputation. In addition to our theoretical contributions, we also made practical recommendations for both managers of nonprofit organizations in general and for SACC-DC in particular, on how to enhance the co-creation process of the reputation.
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Mäläskä, M. (Minna). "Co-creation of corporate brand through stakeholder relationships in B2B SMEs." Doctoral thesis, Oulun yliopisto, 2015. http://urn.fi/urn:isbn:9789526208718.

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Abstract This study examines the phenomenon of corporate brand co-creation in the context of small and medium sized enterprises (SMEs) operating in business-to-business (B2B) markets. The aim of this study is to better understand how external stakeholders co-create a corporate brand—brand image and identity—and what characterises these brand co-creative stakeholder relationships. Branding is regarded as a social and interactive process in which the company and its stakeholders are both considered active participants. In addition to the corporate branding literature, this study builds on industrial network theory, service-dominant logic and organisational identity theory. The empirical contribution of the study is conducted using qualitative interview and case study methods to analyse the phenomenon longitudinally and from a multi-stakeholder perspective. The primary empirical data are generated through interviews of B2B SME experts and the case company’s management, employees and key partners during the period 2010–2013. Narrative approach is employed in the data generation and analysis. The study shows that corporate branding is a holistic process that is influenced by various stakeholders. In particular, the key partners can be actively involved in co-creating a company’s corporate brand. External stakeholders are involved in corporate branding through interactions with the company and other stakeholders. The study identifies a number of co-creative actions performed by external stakeholders that influence the corporate brand image, either directly or indirectly. The study also shows that stakeholder cooperation, interaction and dialogue are central in corporate brand identity development, as they help companies to understand and adapt to the competitive environment and to define the corporate brand’s unique and central features in relation to it. At the relationship level, corporate brand co-creative stakeholder relationships are characterised by dependency and mutuality. The significance of various stakeholder relationships in branding, however, varies across situations, at different stages of the company’s lifecycle and at the relationship portfolio level; they can be understood as context-dependent, evolving and dynamic. Managers can use the findings of this study to identify the key stakeholders that are central in co-creating corporate brands and to employ their resources and integrate their activities to strengthen the corporate brand
Tiivistelmä Tämä väitöskirja tutkii yritysbrändin yhteisluomista yritystenvälisillä markkinoilla (B2B) toimivien pk-yritysten kontekstissa. Tutkimus pyrkii ymmärtämään miten yrityksen ulkoiset sidosryhmät osallistuvat yritysbrändin – brändi-imagon ja -identiteetin – luomiseen ja mikä on luonteenomaista yritysbrändiä yhteisluoville sidosryhmäsuhteille. Brändäystä tarkastellaan sosiaalisena ja vuorovaikutteisena prosessina jossa yritys ja sen eri sidosryhmät nähdään aktiivisina toimijoina. Tutkimus nojaa brändikirjallisuuden lisäksi verkostoteoriaan, palvelulähtöiseen ajatteluun sekä organisaatioidentiteetti-teoriaan. Tutkimuksen empiirinen osuus toteutettiin laadullisena haastattelu- ja tapaustutkimuksena jossa ilmiötä tarkasteltiin eri sidosryhmien näkökulmasta sekä pitkittäisesti. Tutkimuksen ensisijainen empiirinen aineisto kerättiin haastattelemalla B2B pk-yritystoiminnan asiantuntijoita sekä tapausyrityksen johtoa, henkilöstöä ja avainyhteistyökumppaneita vuosina 2010–2013. Aineiston keruussa ja analyysissa on käytetty narratiivista lähestymistapaa. Tutkimus osoittaa että yritysbrändäys on kokonaisvaltainen prosessi johon vaikuttaa yrityksen lisäksi myös sen eri sidosryhmät. Erityisesti avainyhteistyökumppanit voivat olla aktiivisesti mukana luomassa yrityksen brändiä. Yrityksen ulkoiset sidosryhmät osallistuvat yritysbrändin luomiseen vuorovaikutuksessa yrityksen sekä muiden sidosryhmien kanssa. Tutkimuksessa tunnistetaan useita ulkoisten sidosryhmien brändiä yhteisluovia toimintoja, jotka vaikuttavat yritysbrändi-imagoon joko suoraan tai epäsuorasti. Tutkimus osoittaa lisäksi, että yhteistyö, vuorovaikutus ja dialogi sidosryhmien kanssa ovat keskeisessä roolissa yritysbrändi-identiteetin kehittymisessä, sillä ne auttavat yritystä ymmärtämään sen kilpailuympäristöä, sopeutumaan sen vaatimuksiin sekä määrittelemään brändin keskeiset erottuvuustekijät suhteessa siihen. Tutkimuksen perusteella yritysbrändiä yhteisluoville sidosryhmäsuhteille on suhdetasolla ominaista riippuvuus ja vastavuoroisuus. Eri sidosryhmäsuhteiden merkitys yritysbrändin kannalta vaihtelee eri tilanteissa sekä yrityksen eri elämänvaiheissa. Suhdeportfoliotasolla brändiä yhteisluovia sidosryhmäsuhteita voidaankin luonnehtia kontekstisidonnaisiksi, muuttuviksi ja dynaamisiksi. Tuloksia voidaan hyödyntää yritysbrändäyksen kannalta keskeisten sidosryhmien tunnistamisessa sekä niiden resurssien hyödyntämisessä ja toimintojen integroimisessa brändäyksessä
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Books on the topic "Brand: corporate identity and corporate image"

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Hatch, Mary Jo. Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. San Francisco: Jossey-Bass, 2008.

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Creating corporate reputations: Identity, image, and performance. Oxford: Oxford University Press, 2002.

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Schmitt, Bernd. Marketing aesthetics: The strategic management of brands, identity, and image. New York: Free Press, 1997.

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Robial, Etienne. Canal+: Image graphique et identité visuelle = graphic image and visual identity. Paris: Canal+, 2001.

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Bouchikhi, Hamid. The soul of the corporation: How to manage your company's identity. Indianapolis, Ind: Wharton School Pub., 2007.

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Bouchikhi, Hamid. The soul of the corporation: How to manage the identity of your company. Upper Saddle River, N.J: Wharton School Pub., 2008.

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Chua, Perry. Logo savvy: Top brand-design firms share their naming and identity strategies. Gloucester, Mass: Rockport Publishers, 2007.

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Fisher, Jeff. Identity crisis!: 50 redesigns that transformed stale identities into successful brands. Cincinnati, Ohio: HOW Books, 2007.

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Corporate reputation and competitiveness. London: Routledge, 2002.

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M, Fishel Catharine, and Knapp Pat Matson, eds. Identity design sourcebook: Successful IDs deconstructed and revealed. Gloucester, MA: Rockport Publishers, 2004.

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Book chapters on the topic "Brand: corporate identity and corporate image"

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Cuomo, Maria Teresa, Cinzia Genovino, Debora Tortora, and Alex Giordano. "Corporate brand identity." In Building Corporate Identity, Image and Reputation in the Digital Era, 169–80. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-8.

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Vannucci, Virginia, and Eleonora Pantano. "Corporate brand image." In Building Corporate Identity, Image and Reputation in the Digital Era, 347–62. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-16.

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Gupta, Suraksha, Dongmei Cao, and Aisha Abuelmaatti. "Brand knowledge, brand community and brand engagement." In Building Corporate Identity, Image and Reputation in the Digital Era, 444–66. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-21.

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Yousef, Waleed, and Najwa Yousef. "Islamic brand love." In Building Corporate Identity, Image and Reputation in the Digital Era, 401–14. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-19.

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Zha, Dongmei, Pantea Foroudi, Zhongqi Jin, and T. C. Melewar. "Conceptualising sensory brand experience." In Building Corporate Identity, Image and Reputation in the Digital Era, 140–68. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-7.

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Tourky, Marwa, Pantea Foroudi, and Fatma Haji Al-Zadjali. "Building and sustaining personal brand." In Building Corporate Identity, Image and Reputation in the Digital Era, 467–86. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-22.

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Richards-Carpenter, Nastaran Norouzi, and Thimo Grantz. "How the digital environment and its user experience effects the customer's perception of luxury brands and co-creation of brand value." In Building Corporate Identity, Image and Reputation in the Digital Era, 487–514. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-23.

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Gambetti, Rossella, Silvia Biraghi, T. C. Melewar, and Angela Beccanulli. "Societal corporate branding and political discourse where brand ethics meets with consumers' clicktivism." In Building Corporate Identity, Image and Reputation in the Digital Era, 415–43. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-20.

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Fracarolli Nunes, Mauro, and Camila Lee Park. "The Intangible Costs of Environmental Fraud: Impacts for Brands, Trust, Corporate Identity, Image, Credibility, and Reputation." In Business Ethics and Environmental Fraud, 185–206. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-73800-6_8.

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Foroudi, Mohammad Mahdi, John M. T. Balmer, and Pantea Foroudi. "Corporate Architecture Design, Corporate Identity, and Identification." In Corporate Brand Design, 124–41. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003054153-11.

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Conference papers on the topic "Brand: corporate identity and corporate image"

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Honglei Guo. "On structure of corporate and brand identity." In 2009 IEEE 10th International Conference on Computer-Aided Industrial Design & Conceptual Design. IEEE, 2009. http://dx.doi.org/10.1109/caidcd.2009.5374889.

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Soetjipto, Budi Eko, Puji Handayati, Fattah Hanurawan, Rosmiza Bidin, and Mardiningsih. "The Effects of Corporate Identity Management, Internal Brand, and Corporate Culture on Employee Brand Support Behavior." In 2nd Annual Conference on blended learning, educational technology and Innovation (ACBLETI 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210615.085.

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Chunming Han, Niu Liu, and Ping Zhang. "Study on construction methods of Product Identity Evaluation based on Corporate Brand Strategy." In 2009 IEEE 10th International Conference on Computer-Aided Industrial Design & Conceptual Design. IEEE, 2009. http://dx.doi.org/10.1109/caidcd.2009.5374968.

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Abdullah, T., and P. Budiman. "The Role of Corporate Social Responsibility Towards Purchase Intention: The Mediating Effect of Brand Image and Corporate Reputation." In Proceedings of The 1st Workshop Multimedia Education, Learning, Assessment and its Implementation in Game and Gamification, Medan Indonesia, 26th January 2019, WOMELA-GG. EAI, 2019. http://dx.doi.org/10.4108/eai.26-1-2019.2283201.

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Qiang Chen, Lufang Zhang, and Xinxin Qiao. "A research in the integration degree between product image and corporate brand image." In 2010 IEEE 11th International Conference on Computer-Aided Industrial Design & Conceptual Design 1. IEEE, 2010. http://dx.doi.org/10.1109/caidcd.2010.5681333.

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Yuanwu Shi, Wenli Xiong, and Xuan Zhen. "The impact of the unity of product image design on corporate brand image." In 2009 IEEE 10th International Conference on Computer-Aided Industrial Design & Conceptual Design. IEEE, 2009. http://dx.doi.org/10.1109/caidcd.2009.5375029.

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benyahya, Zineb. "The Moderating effect of corporate brand experience on brand image in event sponsorship: Conceptual and methodological approach." In International Conference on Advanced Research in Business, Management and Economics. GLOBALKS, 2019. http://dx.doi.org/10.33422/icabme.2019.03.186.

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Pengfei Cheng and Weixian Xue. "Corporate image, customer participation and service quality: From social identity theory perspective." In 2014 11th International Conference on Service Systems and Service Management (ICSSSM). IEEE, 2014. http://dx.doi.org/10.1109/icsssm.2014.6874039.

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Chen, Yu-Lin, and Kuo-Kuang Fan. "Exploratory study on corporate brand image and customer satisfaction on consumer purchase behavior: A case study of UNIQLO." In 2017 International Conference on Applied System Innovation (ICASI). IEEE, 2017. http://dx.doi.org/10.1109/icasi.2017.7988582.

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Anggrila, Sonia, and Hetty Karunia Tunjungsari. "The Mediating Effect of Self-Congruity in The Influence of Country Image, Corporate Image, and Brand Image on Purchase Intention of Korean Cosmetic Products in Indonesia." In International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210805.229.

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