Bringing the corporation into corporate branding

European Journal of Marketing

Volumn 37, Issue 7-8, 2003, Pages 1041-1064

  Jo Hatch, Mary ^a   Schultz, Majken ^b  

^a UNIVERSITY OF VIRGINIA   (United States)

^b Department of International Economics and Management   (Denmark)

Author keywords

Brand image; Branding; Organizational culture; Strategic planning

Indexed keywords

EID: 31644432373     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560310477654     Document Type: Article

References (55)

1. Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY.
2. Aaker, D.A. and Joachimsthaler, E. (2000), Brand Leadership, The Free Press, New York, NY.
3. Ackerman, L. (1998), “Secrets of the corporate brand”, Across the Board, Vol. 35 No. 1, pp. 33‐6.
4. Balmer, J.M.T. (1995), “Corporate branding and connoisseurship”, Journal of General Management, Vol. 21 No. 1.
5. Balmer, J.M.T. (2001a), “The three virtues and seven deadly sins of corporate brand management”, Journal of General Management, Vol. 27 No. 1, pp. 1‐17.
6. Balmer, J.M.T. (2001b), “From the Pentagon: a new identity framework”, Corporate Reputation Review, Vol. 4 No. 1, pp. 11‐21.
7. TM of corporate identity management”, Journal of Marketing Management, Vol. 15, pp. 69‐92.
8. Barich, H. and Kotler, P. (1991), “A framework for marketing image management”, Sloan Management Review, Vol. 32 No. 2, pp. 94‐104.
9. Barney, J.B. (1986), “Organisational culture: can it be a source of sustained competitive advantage?”, Academy of Management Review, Vol. 14, pp. 20‐39.
10. Broms, H. and Gahmberg, H. (1983), “Communication to self in organisations and cultures”, Administrative Science Quarterly, Vol. 28, pp. 482‐95.
11. Brown, T.J. and Dacin, P.A. (1997), “The company and the product: corporate associations and consumer product responses”, Journal of Marketing, Vol. 61, pp. 68‐84.
12. Christensen, L.T. (1997), “Marketing as auto‐communication”, Consumption, Markets and Culture, Vol. 1 No. 3.
13. Collins, J.C. and Porras, J. (1994), Built to Last, Harper Business, New York, NY.
14. de Chernatony, L. (1999), “Brand management through narrowing the gap between brand identity and brand reputation”, Journal of Marketing Management, Vol. 15, pp. 157‐79.
15. de Chernatony, L. (2001), From Brand Vision to Brand Evaluation, Butterworth & Heinemann, Oxford.
16. Dowling, G.R. (1993), “Developing your company image into a corporate asset”, Long Range Planning, Vol. 26 No. 2, pp. 101‐9.
17. Dowling, G.R. (2001), Creating Corporate Reputations – Identity Image, and Performance, Oxford University Press, Oxford.
18. Dukerich, J. and Carter, S.M. (2000), “Distorted images and reputation repair”, in Schultz, M., Hatch, M.J. and Holten Larsen, M. (Eds), The Expressive Organisation. Linking Identity, Reputation and the Corporate Brand, Oxford University Press, Oxford.
19. Duncan, T. and Moriarty, S. (1997), Driving Brand Value: Using Integrated Marketing to Drive Stakeholders Relationships, McGraw‐Hill, New York, NY.
20. Duncan, T. and Moriarty, S. (1998), “A communication based marketing model for managing relationships”, Journal of Marketing, Vol. 62, pp. 1‐13.
21. Dutton, J. and Dukerich, J. (1991), “Keeping an eye on the mirror: image and identity in organisational adaptation”, Academy of Management Journal, Vol. 34, pp. 517‐54.
22. Financial Times (1997), “Investors attack British Airways livery revamp”, Financial Times, 16 July, p. 27.
23. Fombrun, C. (1996), Reputation: Realising Value from the Corporate Image, Harvard Business School Press, Boston, MA.
24. Gioia, D.A. and Chittipeddi, K. (1991), “Sensemaking and sensegiving in a strategic change initiation”, Strategic Management Journal, Vol. 12, pp. 433‐48.
25. Gioia, D.A., Schultz, M. and Corley, K. (2000), “Organisational identity, image and adaptive instability”, Academy of Management Review, Vol. 25 No. 1, pp. 63‐81.
26. Harkness, J. (1999), “Living and breathing the brand: the role of internal communication”, Journal of Communication Management, Vol. 4 No. 1.
27. Harris, F. and de Chernatony, L. (2001), “Corporate branding and corporate brand performance”, European Journal of Marketing, Vol. 35, pp. 441‐57.
28. Hatch, M. and Schultz, M. (2000), “Scaling the Tower of Babel: relational differences between identity, image and culture in organisations”, in Schultz, M., Hatch, M.J. and Larsen, M.H. (Eds), The Expressive Organisation – Linking Identity, Reputation, and the Corporate Brand, Oxford University Press, Oxford.
29. Hatch, M.J. and Schultz, M. (2001), “Are the strategic stars aligned for your corporate brand”, Harvard Business Review, February, pp. 128‐34.
30. Ind, N. (1997), The Corporate Brand, Macmillan Business, London.
31. Kapferer, J.N. (1992), Strategic Brand Management, Kogan Page, London.
32. Keller, K.L. (2000a), “The brand report card”, Harvard Business Review, February, p. 2000.
33. Keller, K.L. (2000b), “Building and managing corporate brand equity”, in Schultz, M., Hatch, M.J. and Larsen, M.H. (Eds), The Expressive Organisation – Linking Identity, Reputation, and the Corporate Brand, Oxford University Press, Oxford.
34. Knox, S. and Maklan, S. (1998), Competing on Value, F.T. Pitman, London.
35. Knox, S., Maklan, S. and Thompson, K.E. (2000), “Building the unique value proposition”, in Schultz, M., Hatch, M.J. and Larsen, M.H. (Eds), The Expressive Organisation – Linking Identity, Reputation, and the Corporate Brand, Oxford University Press, Oxford.
36. Mcdonald, M., de Chernatony, L. and Harris, F. (2001), “Corporate marketing and service brands: moving beyond the fast‐moving consumer goods model”, European Journal of Marketing, Vol. 35, pp. 335‐53.
37. Olins, W. (1989), Corporate Identity, Harvard Business School Press, Boston, MA.
38. Olins, W. (2000), “Why brands are taking over the corporation”, in Schultz, M., Hatch, M.J. and Larsen, M.H. (Eds), The Expressive Organisation – Linking Identity, Reputation, and the Corporate Brand, Oxford University Press, Oxford.
39. Schein, E. (1992), Organisational Culture and Leadership, 2nd ed., Jossey‐Bass, San Francisco, CA.
40. Schein, E. (1999), The Corporate Culture Survival Guide, Jossey Bass, San Francisco, CA.
41. Schmitt, B. and Simonsen, A. (1997), Marketing Aesthetics – The Strategic Management of Brands, Identity, and Image, The Free Press, New York, NY.
42. Schultz, M. et al., (2001), “Sticky reputation: analysing a ranking system”, Corporate Reputation Review, Vol. 4 No. 1, pp. 24‐40.
43. Senge, P. (1990), The Fifth Discipline, Doubleday, New York, NY.
44. Van Riel, C. (1995), Principles of Corporate Communication, Prentice‐Hall, Hertfordshire.
45. Will, M., Probst, M. and Schmidt, T. (1999), “Who's managing corporate reputation? A survey of leading European companies”, Corporate Reputation Review, Vol. 2 No. 4.
46. Wilson, A. (2001), “Understanding organisational culture and the implications for corporate marketing”, European Journal of Marketing, Vol. 35, pp. 353‐68.
47. Yorkshire Post/Reuter (1997), “BA image revamp angers ‘unhappy’ staff”, Yorkshire Post, 11 June, p. 3.
48. Balmer, J.M.T. (1998), “Corporate identity and the advent of corporate marketing”, Journal of Marketing Management, Vol. 14, pp. 963‐96.
49. Balmer, J.M.T. and Wilson, A. (1998), “Corporate identity: there is more to it than meets the eye”, International Studies of Management and Organisation, Vol. 28 No. 3, pp. 12‐31.
50. Bernstein, D. (1984), Company Image and Reality: A Critique of Corporate Communications, Cassell, London.
51. Davis, S.M. (1999), Brand Asset Management, Jossey Bass, San Francisco, CA.
52. Fombrun, C. and Rindova, V. (2000), “The road to transparency: reputation management at Royal Dutch/Shell”, in Schultz, M., Hatch, M.J. and Holten Larsen, M. (Eds), The Expressive Organisation. Linking Identity, Reputation and the Corporate Brand, Oxford University Press, Oxford.
53. Keller, K.L. (1998), Strategic Brand Management – Building Measuring, and Managing Brand Equity, Prentice‐Hall, New Jersey.
54. Schultz, M., Hatch, M.J. and Larsen, M.H. (2000), The Expressive Organisation – Linking Identity, Reputation, and the Corporate Brand, Oxford University Press, Oxford.
55. Slywotsky, A.J. (2000), “The age of the choiceboard”, Harvard Business Review, February, p. 2000.