The Corporate Brand Identity and Reputation Matrix – The case of the Nobel Prize

2016 ◽  
Vol 23 (1) ◽  
pp. 89-117 ◽  
Author(s):  
Mats Urde ◽  
Stephen A Greyser
Keyword(s):  
Nobel Prize ◽  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity

The Nobel Prize: the identity of a corporate heritage brand

2015 ◽  
Vol 24 (4) ◽  
pp. 318-332 ◽  
Author(s):  
Mats Urde ◽  
Stephen A Greyser
Keyword(s):  
Nobel Prize ◽  
Brand Management ◽  
Brand Identity ◽  
Corporate Brand ◽  
Content Type ◽  
Corporate Heritage ◽  
Combined Application ◽  
Management Perspective ◽  
Corporate Brand Identity

Purpose – The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges. Design/methodology/approach – An in-depth case study analysed within a heritage brand model and a corporate brand identity framework. Findings – The Nobel Prize is a corporate heritage brand – one whose value proposition is based on heritage – in this case “achievements for the benefit of mankind” (derived directly from Alfred Nobel’s will). It is also defined as a “networked brand”, one where four independent collaborating organisations around the (Nobel) hub create and sustain the Nobel Prize’s identity and reputation, acting as a “federated republic”. Research limitations/implications – The new and combined application of the Heritage Quotient framework and the Corporate Brand Identity Matrix in the Heritage Brand Identity Process (HBIP) offers a structured approach to integrate the identity of a corporate heritage brand. In a networked situation, understanding the role of stewardship in collaborating organisations is essential: The network entities maintain their own identities and goals, but share common values of the network hub. Practical implications – The integrated frameworks (HBIP) provides a platform for managing a corporate heritage brand. Originality/value – This is the first field-based study of the Nobel Prize from a strategic brand management perspective.

scholarly journals Corporate brand identity co-creation in business-to-business contexts

2020 ◽  
Vol 85 ◽  
pp. 32-43 ◽  
Author(s):  
Oriol Iglesias ◽  
Polina Landgraf ◽  
Nicholas Ind ◽  
Stefan Markovic ◽  
Nikolina Koporcic
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
Business To Business

scholarly journals An exploratory Q study of corporate brand identity elements governing corporate brand image formation

2019 ◽  
Vol 18 (3) ◽  
pp. 119-141 ◽  
Author(s):  
C Le Roux ◽  
C Du Plessis
Keyword(s):  
Q Methodology ◽  
Brand Image ◽  
Theoretical Perspective ◽  
Image Formation ◽  
Corporate Identity ◽  
Brand Identity ◽  
Strategic Positioning ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
Identity Elements

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.

scholarly journals CORPORATE BRAND IDENTITY AND SERVICE QUALITY IN HIGHER EDUCATION MANAGEMENT

2019 ◽  
Vol 20 (2) ◽  
pp. 45-59
Author(s):  
Olufunke Patricia Adebayo ◽  
Oladele Joseph Kehinde ◽  
Olaleke Oluseye Ogunnaike ◽  
Oluwatoyin Deborah Adesanya ◽  
Olusegun Peter Olaoye
Keyword(s):  
Higher Education ◽  
Service Quality ◽  
Brand Identity ◽  
Higher Education Management ◽  
Corporate Brand ◽  
Education Management ◽  
Corporate Brand Identity ◽  
Quality In Higher Education

Corporate brand identity

2021 ◽  
pp. 169-180
Author(s):  
Maria Teresa Cuomo ◽  
Cinzia Genovino ◽  
Debora Tortora ◽  
Alex Giordano
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity

Corporate brand identity and employee brand citizenship behaviour: A conceptual framework

2019 ◽  
Vol 19 (1) ◽  
pp. 51-84
Author(s):  
Hasan Gilani
Keyword(s):  
Conceptual Framework ◽  
Conceptual Model ◽  
Services Marketing ◽  
Corporate Identity ◽  
Internal Communication ◽  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
The Impact ◽  
Brand Citizenship Behaviour

This research paper aims to explore and identify the impact of corporate identity on brand citizenship behaviour within retail organisations. The study analyses the influence of corporate identity of an organisation, and more particularly on the employees' desire to engage in brand supporting behaviours. Relationships were identified between corporate identity, internal communication and composites of employee perception of corporate identity - resulting as determining influences on employee behaviour intentions. These relationships are presented as a conceptual model that depicts the influence of corporate identity on employee brand citizenship behaviours. The study makes contributions to the employee branding, services marketing, and organisational citizenship literature, but its main contribution is to extend the corporate identity literature into a new area of employee behaviour through internal communication.

scholarly journals Corporate brand identity measurement - an application to the services sector

2016 ◽  
Vol 20 (2) ◽  
pp. 214
Author(s):  
Teresa Barros ◽  
F. Vitorino Martins ◽  
Hortênsia Gouveia Barandas
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Services Sector ◽  
Corporate Brand Identity

Developing Corporate Brand Identity

2018 ◽  
pp. 29-51
Author(s):  
Kalle Joukanen ◽  
Tette Niinimäki ◽  
Jesper Sundell
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity
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