scholarly journals Corporate Branding in Botswana: A Content Analysis of Visual Brand Elements

2013 ◽  
Vol 1 (2) ◽  
pp. 262 ◽  
Author(s):  
Paul Mburu ◽  
Tendy Matenge ◽  
Donatus Amanze ◽  
Rina Makgosa
Keyword(s):  
Content Analysis ◽  
Personality Traits ◽  
Corporate Branding ◽  
Print Media ◽  
Developing Nations ◽  
Corporate Identity ◽  
The West ◽  
Corporate Brand ◽  
Visual Elements ◽  
Corporate Brands

<p><em>The topic of corporate branding has stimulated immense academic attention. However, as the thrust of research on corporate branding concentrates on the West, little remains known about how firms in developing nations in Sub Sahara Africa deal with the challenge to communicate a sustainable image through branding. Therefore, the current study investigates specific corporate brand visual elements utilised by firms in Botswana as tools for communication, identification and differentiation. A sample of about 350 brands from different industries was collected from the local print media and content analysed. Overall findings demonstrate that a majority of firms in Botswana utilize a combination of full names, colour, logos and taglines in their corporate brands. Most frequently used being the full names that represent the background of the firm, blue or black colours that correspond to national colours, symbolic logos and taglines that emphasize the personality traits of competence and sincerity as well as the industry in which the firm operates. The significant use of a combination of visual elements signifies the importance that local firms attach to corporate branding. However, there is a need to improve on the use of taglines and consistency in the use of visual elements to exploit the advantages of corporate identity.</em></p>

Corporate branding: an exploration of the influence of CRE

2010 ◽  
Vol 12 (1) ◽  
pp. 47-59 ◽  
Author(s):  
Rianne Appel‐Meulenbroek ◽  
Dave Havermans ◽  
Ingrid Janssen ◽  
Anneke van Kempen
Keyword(s):  
Real Estate ◽  
Corporate Branding ◽  
Service Providers ◽  
Field Research ◽  
Corporate Identity ◽  
Theoretical Background ◽  
Small Sample ◽  
Corporate Brand ◽  
Content Type ◽  
Branding Strategies

PurposeThe purpose of this paper is to understand how corporate real estate (CRE) can add value to corporate branding and how corporate branding strategies for CRE can be determined.Design/methodology/approachThe paper presents a theoretical background for corporate branding and real estate and links these two concepts through interviews with 19 CRE managers of service providers.FindingsAnalysis of the relationship between CRE and the corporate brand brings forward two links: CRE influences the perception of the corporate brand directly and indirectly (via employee behaviour). Corporate identity and its six characteristics (structure, strategy, culture, communication, behaviour and design) formed a useful tool to determine the proper branding strategy for an organization. Especially, “design” and “communication” define the way CRE should communicate the corporate brand. Two location issues are seen as the most important CRE aspects to support branding strategies.Research limitations/implicationsThe field research is explorative, so it only studies a small sample of four types of service providers: real estate brokers, architects, lawyers and multinationals.Practical implicationsUnderstanding the key factors of CRE that orchestrate the direct and the indirect influence on the corporate brand provides guidelines for CREM for designing CRE that supports a successful corporate brand.Originality/valueResearch done so far on corporate branding highlights the importance of CRE for corporate branding, but does not explicitly discuss the importance of (all) different CRE aspects.

scholarly journals Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship

2017 ◽  
Vol 51 (9/10) ◽  
pp. 1462-1471 ◽  
Author(s):  
John M.T. Balmer
Keyword(s):  
Practical Implication ◽  
Corporate Identity ◽  
Philosophical Approach ◽  
Corporate Brand ◽  
Corporate Marketing ◽  
Content Type ◽  
Corporate Heritage ◽  
The Usa ◽  
Brand Concept ◽  
Corporate Brands

Purpose This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a synopsis of the five articles constituting this symposium. By means of context, this article celebrates the anniversaries of four marketing milestones apropos the formal introduction of the corporate brand concept (1995), the formal introduction of the corporate heritage notion (2006), the first special edition (in this journal) devoted to corporate identity (1997) and the formal introduction of the corporate marketing philosophical approach (1998). The latter – corporate marketing – can be viewed as a revolution in marketing thought by noting that mutually beneficial company–stakeholder relationship can be based on corporate identities and corporate brands are not restricted to products and/or services. Design/methodology/approach Taking a retrospective, this paper explains the four marketing milestones detailed above and notes the revolutionary notion of corporate marketing. All of the aforementioned have meaningfully advanced marketing scholarship over the last 20 years. Findings This study provides 18 reflections of developments with the corporate brand and corporate identity fields. It also shows the seminal importance of European Journal of Marketing (EJM) special editions on the territory dating back to 1997. Practical implication This paper discusses how corporate identity, corporate branding, corporate heritage, corporate identity and corporate marketing have, increasingly, become mainstream marketing concerns. Originality/value In marking these milestones, this celebratory EJM symposium comprises cutting-edge scholarship on the aforementioned areas, penned by renowned and prominent scholars from Australia, England, Germany and the USA.

Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog

2001 ◽  
Vol 35 (3/4) ◽  
pp. 248-291 ◽  
Author(s):  
John M.T. Balmer
Keyword(s):  
Corporate Branding ◽  
Corporate Identity ◽  
Marketing Mix ◽  
New Approach ◽  
Corporate Marketing ◽  
Stakeholder Groups ◽  
Visual Identity ◽  
Corporate Brands ◽  
The Relationship ◽  
Silver Lining

Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining. This is because the fog has, unwittingly, led to the emergence of rich disciplinary, philosophical as well as “national”, schools of thought. In their composite, these approaches have the potential to form the foundations of a new approach to management which might be termed “corporate marketing”. In addition to articulating the author’s understanding of the attributes regarding a business identity (the umbrella label used to cover corporate identity, organisational identification and visual identity) the author outlines the characteristics of corporate marketing and introduces a new corporate marketing mix based on the mnemonic “HEADS”[2]. This relates to what an organisation has, expresses, the affinities of its employees, as well as what the organisation does and how it is seen by stakeholder groups and networks. In addition, the author describes the relationship between the corporate identity and corporate brand and notes the differences between product brands and corporate brands. Finally, the author argues that scholars need to be sensitive to the factors that are contributing to the fog surrounding corporate identity. Only then will business identity/corporate marketing studies grow in maturity.

Benchmarking desired corporate brand image in relation to stakeholders: a managerial perspective

2014 ◽  
Vol 17 (4) ◽  
pp. 441-463 ◽  
Author(s):  
Tatiana Anisimova
Keyword(s):  
Corporate Branding ◽  
Manufacturing Industry ◽  
Reference Points ◽  
Brand Strategy ◽  
Frontline Employees ◽  
Branding Strategy ◽  
Corporate Brand ◽  
Content Type ◽  
Starting Point ◽  
Corporate Brands

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.

scholarly journals The corporate branding in international operations

Internext ◽  
2017 ◽  
Vol 12 (1) ◽  
pp. 1
Author(s):  
Juliana Rodrigues ◽  
Bruno Giovanni Mazzola ◽  
Mariana Bassi Sutter ◽  
Ney Nakazato Miyahira ◽  
Maria Tereza Leme Fleury
Keyword(s):  
Literature Review ◽  
International Business ◽  
Organizational Identity ◽  
Corporate Branding ◽  
Exploratory Study ◽  
Future Research ◽  
Corporate Brand ◽  
Management Level ◽  
Construction Of Identity ◽  
Corporate Brands

Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization. This study examines these topics and shows the corporate brand as a critical capability in relationships with different stakeholders. A literature review explores corporate branding approaches in international business. In addition, a quantitative exploratory study was conducted using a survey with 297 management-level professionals in Brazil in order to find out if company operation scopes, whether local or multinational, interfere with views on corporate branding. The findings highlight the construction of identity in multinationals as one of the main reasons for adopting corporate brands. However, company operation scopes do not significantly interfere with the hierarchy of reasons perceived as important in the adoption of corporate branding. An emphasis on the concept of corporate branding based on organizational identity was noted among respondents who work at multinationals, showing the relevance of this topic for future research.

Challenges of corporate brand building and management in a state owned enterprise

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Justine Alexandra Cullinan ◽  
Russell Abratt ◽  
Michela Mingione
Keyword(s):  
Decision Making ◽  
Corporate Branding ◽  
Corporate Identity ◽  
Brand Identity ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Building ◽  
Brand Development ◽  
Corporate Brand Identity ◽  
Decision Making Factors

Purpose While there is a growing body of literature about corporate branding, studies of corporate branding in state-owned enterprises (SOEs) are limited despite the important role they play in many economies. The purpose of this paper is to explore how managers perceive the significance and challenge of corporate brand building and management within a state-owned organisation. Design/methodology/approach A qualitative and interpretative research paradigm was used in the form of a case study design. This study focusses on the South African Broadcasting Corporation where executives and managers responsible for corporate branding decisions were interviewed. Findings Findings highlight the specific purposes, decision making factors, stakeholders and brand portfolio of an SOE corporate brand. Research limitations/implications Corporate brands help build brand identity and point out that a SOEs' corporate brand identity is dual in nature. The duality of mission, stakeholders and decision making, triggers brand challenges, namely, unclear corporate identity and fragmented corporate brand strategies, which must be carefully orchestrated over time and across stakeholders. Originality/value This study highlights the issues state-run enterprises face in building and managing a corporate brand and proposes an original model for SOEs' corporate brand development process.

scholarly journals Corporate brand building from the corporate stories perspective: a Brazilian football teams study

2017 ◽  
Vol 15 (1) ◽  
pp. 101-114 ◽  
Author(s):  
Edson Roberto Scharf ◽  
Francisco Giovanni David Vieira ◽  
Richard Perassi Luiz de Sousa ◽  
Edimar Russi
Keyword(s):  
Content Analysis ◽  
Qualitative Analysis ◽  
Corporate Brand ◽  
Brand Building ◽  
Corporate Websites ◽  
Football Clubs ◽  
Managerial Implications ◽  
Corporate Brands ◽  
Positive Results

Abstract The study aims to investigate the content of corporate stories of the Brazilian’s football clubs and how these stories are used to build their corporate brands. The stories were collected from the corporate websites of football clubs in Brazil belonging to series A, B and C. A qualitative analysis of the corporate stories was carried on by means of content analysis of the corpus resulting from them. The results showed that emotion is a key element and is most strongly represented in the websites. The findings also revealed that although the clubs work with human talent, and positive results of the teams in the pitch are dependent on talent, this important aspect is practically forgotten on the websites. Academic and managerial implications, as well as limitations of the study are presented at the end.

scholarly journals Representation of Muslims and Islam in US Print Media

2019 ◽  
Vol IV (I) ◽  
pp. 10-25
Author(s):  
Afrasiab
Keyword(s):  
Content Analysis ◽  
Print Media ◽  
Media Framing ◽  
Framing Theory ◽  
Chicago Tribune ◽  
The West ◽  
The Relationship ◽  
News Headlines ◽  
Ways Of Life ◽  
Western Media

This study is an attempt to evaluate and check that how Muslims and Islam are represented /portrayed in western media through in the light of the relationship between Culture, belief, language, religion, ways of life and ideology. For finding that, headlines of larger circulated print media of the west the Independent, Chicago Tribune and Chicago Sun-Times, were selected w-e-f January2016 to December 2017 and Muslim and Islam representation was studied. This study explores the image of Muslims and Islam in Chicago Tribune and Chicago Sun times Newspapers selected news headlines during the period 2016 to 2017. And found that the overall coverage regarding Muslims and Islam remain Negative in both newspapers. It is based on hypothesis that “the overall ratios of unfavorable coverage about Muslims and Islam would be greater than favorable coverage in Chicago Tribune and Chicago Sun times” and tested through content analysis and two communication theories and media framing theory is applied. 200news items published regarding Muslims and Islam during proposed period of study in both newspapers in which in Chicago Sun times the result was (31 % coverage remained Positive 61 % remained Negative and 8 % remained Neutral) and in Chicago Tribune Positive (37 % coverage remained Positive 56 % remained Negative and 7 % news items were Neutral).The above mentioned analysis proved that Muslims and Islam are represented negatively and it proved that the western media presents a bad image of Muslims.

scholarly journals Interactive Network Branding

IMP Journal ◽  
2018 ◽  
Vol 12 (2) ◽  
pp. 392-408 ◽  
Author(s):  
Nikolina Koporcic ◽  
Aino Halinen
Keyword(s):  
Corporate Branding ◽  
Empirical Studies ◽  
Corporate Identity ◽  
Interpersonal Interaction ◽  
Interpersonal Interactions ◽  
Corporate Brand ◽  
Content Type ◽  
Interactive Network ◽  
Managerial Implications

PurposeThe purpose of this paper is to examine Interactive Network Branding (INB) as an emergent process where the corporate identity and reputation of a small- and medium-sized enterprise (SME) are created through interpersonal interaction. The INB process is socially constructed through interaction between individual people who act on behalf of their companies in business relationships and networks.Design/methodology/approachThe study is conceptual. Drawing on corporate branding literature, IMP research and empirical studies as well as short illustrative cases from SME contexts, the paper provides a conceptual description of INB and its sub-processes. Corporate branding literature offers conceptual understanding of corporate identity and reputation; the recent IMP-based studies offer an overview of current thinking within the paradigm, and the empirical studies and case examples from SMEs show the validity of the interpersonal approach for the INB.FindingsThe paper provides an enhanced understanding of INB in which interpersonal interaction lead to the creation of a corporate brand – as an integral part of the companies’ networking process. Three types of interpersonal interactions are distinguished: internal, external, and boundary spanning, the latter occurring at the borderline of the company and its environment. A process model of INB is proposed that specify the role of various interactions for the emerging process.Research limitations/implicationsSince the paper is conceptual, further research is needed to study the INB process empirically and in more depth in different SME contexts and through differing interaction perspectives.Practical implicationsManagerial implications denote the crucial role of individuals in performing INB. Through interpersonal interactions, SMEs are able to create their identity and reputation, i.e. a strong corporate brand, and thereby to influence their network position.Originality/valueThis paper is one of the first attempts to link the IMP network approach with corporate branding literature, while focusing on the interpersonal interactions. The study builds bridges between these two distant but important research paradigms and contributes to each by developing a process perspective on corporate branding in business networks. This new approach to corporate branding seen through business interactions offers unique conceptual and managerial implications.

scholarly journals Corporate brands: what’s new?

2005 ◽  
Vol 8 ◽  
pp. 163-178 ◽  
Author(s):  
John M. T. Balmer
Keyword(s):  
Corporate Branding ◽  
Business Environment ◽  
Corporate Identity ◽  
Corporate Communications ◽  
Stephen King ◽  
Visual Identity ◽  
Management Area ◽  
Seminal Article ◽  
Corporate Brands ◽  
Emergent Theory

2001 marked the tenth anniversary of a seminal article on corporate branding written by the distinguished English advertising consultant Stephen King (1991). In this article King’s contribution to the emergent theory relating to corporate branding in the context of recent scholarship is appraised. This article outlines the benefits and characteristics of corporate brands. It details the differences between product and corporate brands and summarises the relationships between corporate brands and corporate identity and corporate reputation. The author’s survey of the business environment reveals there to be proliferation of new corporate branding types. As such, six new corporate branding categories have been identified which are termed: familial, multiplex, shared, surrogate, supra and federal. King’s prediction that the last decade will witness increased importance to corporate brands does have a contemporary resonance. Looking ahead to the next decade, and picking up a theme of an earlier article (Balmer 1998) the author predicts that a new management area will emerge: an area that he calls “corporate marketing”. It will be multidisciplinary in scope and will encompass organisational, corporate and visual identity, corporate branding, reputation and corporate communications.

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