Leveraging the corporate brand

2017 ◽  
Vol 51 (9/10) ◽  
pp. 1530-1551 ◽  
Author(s):  
Tim Oliver Brexendorf ◽  
Kevin Lane Keller
Keyword(s):  
Brand Management ◽  
Reciprocal Relationship ◽  
Product Portfolio ◽  
Brand Associations ◽  
Corporate Brand ◽  
Brand Architecture ◽  
Corporate Marketing ◽  
Content Type ◽  
Brand Innovativeness

Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer. Design/methodology/approach This conceptual paper explains the nature, benefits and challenges of corporate brand innovativeness within the context of a firm’s brand architecture. On the basis of a literature review, the authors provide an overview of the domain and derive avenues for future research. Findings Research and practice have not fully realised the importance of corporate brand images for supporting a firms’ product portfolio. In particular, (corporate) marketing managers need to consider the potential value of favourable perceptions of corporate brand innovativeness across products and the moderating role of brand architecture. Research limitations/implications More empirical research is needed to understand the reciprocal relationship and transfer between corporate and product brand associations and equity. Practical implications A corporate marketing perspective allows firms to use corporate brand associations to support products and services for that brand. This paper discusses perceived corporate brand innovativeness as one particularly important corporate brand association. Originality/value The authors discuss the use of corporate brand associations under the consideration of brand architectures and boundaries and draw on several research streams in the brand management literature. Much of the branding and innovation literature centres on the product level; research on corporate brand innovativeness has been relatively neglected.

How does brand innovativeness affect brand loyalty?

2016 ◽  
Vol 50 (1/2) ◽  
pp. 2-28 ◽  
Author(s):  
Ravi Pappu ◽  
Pascale G. Quester
Keyword(s):  
Brand Loyalty ◽  
Brand Management ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Performance Metric ◽  
Brand Innovativeness ◽  
The Impact

Purpose – This paper aims to examine how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of perceived quality in this relationship is explained using signaling theory. Design/methodology/approach – The conceptual model was tested in two empirical studies for three global consumer electronics brands in two product categories. Data were collected using a mall-intercept approach from consumers at a major shopping precinct in a metropolitan city. The data were analyzed using structural equation modeling. Findings – The results provide compelling evidence for the proposed mediation relationship. Study 1 shows that perceived quality fully transmits the impact of brand innovativeness on to brand loyalty. Study 2 confirms this mediation relationship. Practical implications – The results can help product managers in their brand management and promotion of new products. Originality/value – Emerging research on consumer-level effects of innovativeness provides conflicting advice regarding how consumers’ perceptions of brand innovativeness affect intangible assets such as loyalty toward the brand. The present research reconciles contradictory findings in the literature by uncovering a different route through which consumer perceptions of brand innovativeness affect a key brand performance metric: brand loyalty. Specifically, the present study fills an important knowledge gap in the innovativeness literature and deepens our understanding of the relationship between brand innovativeness and brand loyalty by empirically examining and confirming the role of a hereto overlooked intervening variable, perceived quality.

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.

Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media

2018 ◽  
Vol 27 (1) ◽  
pp. 3-17 ◽  
Author(s):  
Urška Tuškej ◽  
Klement Podnar
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Identity Management ◽  
Brand Management ◽  
Active Engagement ◽  
Brand Identification ◽  
Corporate Brand ◽  
Content Type ◽  
Corporate Brands ◽  
Brand Prestige

Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands. Research limitations/implications Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study. Practical implications Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media. Originality/value This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

Growth through repositioning – the case of IHCL

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shobha Menon
Keyword(s):  
Brand Management ◽  
Secondary Data ◽  
Basic Knowledge ◽  
Brand Identity ◽  
Strategy Execution ◽  
Market Conditions ◽  
Brand Architecture ◽  
Content Type ◽  
Brand Relationship ◽  
Branding Strategies

Theoretical basis This case highlights repositioning strategies that change a product’s position in the minds of the consumer in response to changes in market conditions. These changes should be balanced with a certain amount of brand authenticity and continuity. Brand identity is the vision, core values and key beliefs of the brand. There are four main branding strategies as follows: house of brands, endorsed brands, sub-brands and branded house. These options can be placed in a continuum and the position on the branding relationship spectrum reflects the degree to which brands are separated in strategy execution and in the customer’s minds. Research methodology This case is based on secondary data, mainly from interviews of industry leaders in business journals, newspapers, research articles and industry reports, including from international organizations. Case overview/synopsis The case examines the frequent revisions in branding strategies by India’s second largest group of hotels – Indian Hotels Company Limited. Repositioning involves changing the market’s perceptions of an offering to compete more effectively in its target segments. However, a certain amount of continuity is also essential to the brand’s development over time. The case helps students to view the brand from two angles as follows: the angle of brand identity and the disruptive angle of new developments. They will examine the rationale for the frequent repositioning strategies using the brand relationship spectrum and whether these will affect the brand identity of the iconic brand Taj. Complexity academic level This case has been effectively used with MBA Marketing students in Product and Brand Management and Services Marketing classes to demonstrate how companies use repositioning strategies as a considered response to the market conditions. As competitive conditions and consumers evolve, changes in branding strategy will be necessitated. The students are expected to have basic knowledge of brand architecture and brand strategies. The case can be used to illustrate the brand relationship spectrum and the differences among branding strategies in brand architecture. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Amazon India’s “Apni Dukaan”: branding strategy

2018 ◽  
Vol 8 (3) ◽  
pp. 1-15
Author(s):  
Neetu Yadav ◽  
Mahim Sagar
Keyword(s):  
Brand Management ◽  
Subject Area ◽  
Current Status ◽  
Branding Strategy ◽  
Content Type ◽  
Global Brand ◽  
Branding Strategies ◽  
Fierce Competition

Subject area Brand Management, Branding Strategy, Strategic Management. Study level/applicability The case study is suitable for postgraduate management programs, such as MBA, Executive MBA and executive development programs. Case overview This case study provides a detailed analysis of Amazon India’s branding strategy by way of analyzing popular branding campaigns such as “Try to kar”, “Aur Dikhao”, “Kya Pehnu” and “Apni Dukaan” that enabled the global brand to reach to the masses of Tier-II and Tier-III cities in India. Facing fierce competition from existing market leaders such as Flipkart and Snapdeal, Amazon India strategizes to attract Indian consumers by rightly capturing their behavior in terms of demanding “highest power of options”, “fashion choices”, “originality” and “trust” with its local flavored advertisement campaigns enabling it to create a “trusted, reliable and local” brand identity. With the help of sufficient data and numbers about the industry, company and competitors, the analysis presents a clear picture of the current status of Amazon in the Indian e-commerce space and leaves the readers with food for thought concerning whether this “culture-specific” branding strategy will enable Amazon to become the number one choice for Indian online shoppers in the near future. Expected learning outcomes This case study helps students to understand how global MNCs use unique branding strategies to capture mass-markets in e-commerce business, the role of culture-specific aspects in developing differentiation strategies and the role of local flavors in branding strategies and internationalization. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code: CSS 8: Marketing.

Product-level profitability

2019 ◽  
Vol 33 (1) ◽  
pp. 214-237
Author(s):  
Hannu Hannila ◽  
Joni Koskinen ◽  
Janne Harkonen ◽  
Harri Haapasalo
Keyword(s):  
Business Processes ◽  
Data Driven ◽  
Product Portfolio ◽  
Data Governance ◽  
Content Type ◽  
Technical Product ◽  
Product Level ◽  
Level Data ◽  
Corporate Level

Purpose The purpose of this paper is to analyse current challenges and to articulate the preconditions for data-driven, fact-based product portfolio management (PPM) based on commercial and technical product structures, critical business processes, corporate business IT and company data assets. Here, data assets were classified from a PPM perspective in terms of (product/customer/supplier) master data, transaction data and Internet of Things data. The study also addresses the supporting role of corporate-level data governance. Design/methodology/approach The study combines a literature review and qualitative analysis of empirical data collected from eight international companies of varying size. Findings Companies’ current inability to analyse products effectively based on existing data is surprising. The present findings identify a number of preconditions for data-driven, fact-based PPM, including mutual understanding of company products (to establish a consistent commercial and technical product structure), product classification as strategic, supportive or non-strategic (to link commercial and technical product structures with product strategy) and a holistic, corporate-level data model for adjusting the company’s business IT (to support product portfolio visualisation). Practical implications The findings provide a logical and empirical basis for fact-based, product-level analysis of product profitability and analysis of the product portfolio over the product life cycle, supporting a data-driven approach to the optimisation of commercial and technical product structure, business IT systems and company product strategy. As a virtual representation of reality, the company data model facilitates product visualisation. The findings are of great practical value, as they demonstrate the significance of corporate-level data assets, data governance and business-critical data for managing a company’s products and portfolio. Originality/value The study contributes to the existing literature by specifying the preconditions for data-driven, fact-based PPM as a basis for product-level analysis and decision making, emphasising the role of company data assets and clarifying the links between business processes, information systems and data assets for PPM.

Unveiling the corporate brand: the role of portfolio composition

2020 ◽  
Vol 37 (3) ◽  
pp. 279-290
Author(s):  
Veronica Gabrielli ◽  
Ilaria Baghi
Keyword(s):  
Internal Consistency ◽  
Brand Equity ◽  
Brand Management ◽  
Product Category ◽  
Mediation Effect ◽  
Brand Strategy ◽  
Corporate Brand ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Brand Portfolio

Purpose This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings The number of individual brands interacts with the variety of product categories within the portfolio to define its internal consistency which, in turn, exerts a significant mediation effect on corporate brand equity. Research limitations/implications The study supports the mental accounting process (subtyping vs bookkeeping), demonstrating how this psychological framework is applicable within brand management. Practical implications The study unveils a strong dichotomy: consumers award very small portfolios focused on a single product category or, conversely, they appreciate a wide and highly diversified brand portfolio. No chances for intermediate and hybrid solutions. Findings demonstrate that a brand architecture shift might be a flexible opportunity to manage an on-going diversification strategy. Originality/value The study is the first to analyse the importance of internal consistency within a brand portfolio in case of a shift in the portfolio strategy. Moreover, it investigates the effects since the first announcement of a linkage between the individual brands and the corporate one.

Corporate brands as brand allies

2018 ◽  
Vol 27 (1) ◽  
pp. 41-56 ◽  
Author(s):  
Mayoor Mohan ◽  
Kevin E. Voss ◽  
Fernando R. Jiménez ◽  
Bashar S. Gammoh
Keyword(s):  
Empirical Support ◽  
Product Category ◽  
Brand Name ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Alliance ◽  
Three Stage Least Squares ◽  
Category Knowledge ◽  
Corporate Brands

Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a product brand ally was included in the brand alliance. The effect was mediated by attitude toward the product brand ally. The indirect effect of the corporate brand was stronger when consumers had low product category knowledge (PCK). Research limitations/implications Consistent with competitive cue theory, the findings suggest that a corporate brand can provide superior, consistent and unique information in a brand alliance. Practical implications Practitioners should note that the effectiveness of adding a corporate brand name into a product brand alliance is contingent on the extent of consumers’ PCK. Originality/value This paper examines when and why corporate brands are effective endorsers in product brand alliances. This paper adds empirical support to previous assertions that, if managed effectively, corporate brands can be valuable assets that convey unique valuable information to consumers.

The impact of brand associations on brand loyalty in the football industry

2016 ◽  
Vol 6 (5) ◽  
pp. 499-519 ◽  
Author(s):  
Daniel Maderer ◽  
Dirk Holtbruegge ◽  
Rachel Woodland
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Negative Impact ◽  
Equation Modeling ◽  
Brand Associations ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
The Usa ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football markets (DFM) and EFM? Are there any major differences in the importance of different brand associations and their influence on brand loyalty between fans from DFM and EFM? Design/methodology/approach Based on the customer-based brand equity framework the impact of brand associations on brand loyalty is tested with a sample of 3,587 fans from DFM – Germany, England, Spain, Italy, and France (2,032) – as well as fans from EFM – Brazil, Russia, India, China, and the USA (1,555). Findings Structural equation modeling is applied and shows a negative impact of brand attributes on attitudinal loyalty, whereas brand benefits positively impact attitudinal loyalty. Furthermore, significant differences between fans from developed and EFM are revealed. Implications for the management of football teams and for research on brand management are derived. Originality/value This study extends the work of Gladden and Funk (2001) by expanding the model used to assess brand loyalty and analyzes it empirically in different football markets. When looking to foster attitudinal loyalty, marketers should concentrate on benefit associations instead of attribute associations. Most importantly, marketers should be aware that when focusing on developing brand loyalty amongst EFM fans, they should not simply apply the same strategies that proved to be effective in DFM and vice versa.

scholarly journals Country Brand Equity: The Decision Making of Corporate Brand Architecture in Cross-Border Mergers and Acquisitions

2020 ◽  
Vol 12 (18) ◽  
pp. 7373
Author(s):  
Arup Barua ◽  
Alexandra Ioanid
Keyword(s):  
Brand Equity ◽  
Corporate Reputation ◽  
Management System ◽  
Brand Management ◽  
Corporate Brand ◽  
Brand Architecture ◽  
Cross Border ◽  
Corporate Brand Management ◽  
Country Brand ◽  
High Degree

Cross-border merger and acquisition (CBM&A) is a dominant and sustainable antagonistic strategy, but a relevant concern like a country has inadequately been emphasized over the five decades of acquisition studies. Therefore, this article attempts to examine the impact of country brand equity (CBE) on corporate brand architecture (CBA) in post-CBM&A. It first originates a hypothetical model esteeming Resource-Based View (RBV) and Industrial Organization (IO) theory following the Structure-Conduct-Performance (SCP) paradigm. Then, it tests the model conducting a web survey on 124 acquiring corporates from 29 countries that accomplished CBM&A transactions between 1990 and 2014. The empirical findings clarify that the market aspect, such as the acquirer’s more substantial country brand equity, indirectly leads to the high degree of CBA standardization in the host market through prioritized intangible and strategic resources—corporate reputation and corporate brand management system. Individually, the acquirer’s corporate reputation cumulatively yields a high degree of CBA standardization with corporate brand power, which has only a direct effect. On the other hand, the corporate brand management system leads to a high degree of CBA standardization cumulatively with corporate reputation. It is deemed that the research findings as a whole reveal a framework for the application of country brand equity and corporate brand architecture in post-CBM&A.

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