Building a corporate brand: The internal brand building process in Swedish service firms

Wallström, Åsa; Karlsson, Ted; Salehi‐Sangari, Esmail

doi:10.1057/bm.2008.18

Cited by 28 publications

(43 citation statements)

References 25 publications

(52 reference statements)

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“…The increasing importance of corporate brands brings in its wake greater emphasis on aligning what an organisation says, believes and does, or, to put it another way, integrated brand, communications and experience strategies ( Walstrom et al , 2008 ). The leading brand consultants interviewed by de Chernatony and Dall ' Olmo Riley (1998) emphasised the importance of clear, shared and owned brand values; through shared values there is a greater likelihood of commitment, internal loyalty, clearer brand understanding and consistent brand delivery across all stakeholders.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The leading brand consultants interviewed by de Chernatony and Dall ' Olmo Riley (1998) emphasised the importance of clear, shared and owned brand values; through shared values there is a greater likelihood of commitment, internal loyalty, clearer brand understanding and consistent brand delivery across all stakeholders. Walstrom et al (2008) suggest that an important means of strengthening the corporate brand is through the reduction of the number of sub-brands.…”

Section: Literature Reviewmentioning

confidence: 99%

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Brand strategies of Jordanian telecommunications service providers

Alamro

Rowley

2010

J Brand Manag

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This article reports on an exploratory investigation into the brand strategy of the telecommunications service providers in Jordan, and thereby contributes to the limited research into brand strategy in both the telecommunications sector, and in the Middle-Eastern countries. The study demonstrates the extent to which the evolution of competitive strategy and brand strategy are interwoven, as well as generates a range of insights into successful brand strategies in this marketplace. It specifi cally responds to calls from other researchers for more research into brand strategy in the service sector in general, and the mobile phone industry more specifi cally. Data was gathered through semi-structured interviews with 12 managers with responsibility for branding and / or marketing and communications. The interviews explored respondents ' views on the nature of brand strategy and components of brand strategy, such as brand positioning, brand personality, brand identity, brand values, brand architecture and communications strategy. The discussion and conclusions summarise key fi ndings under the following themes: perspective on and control of brand strategy, branding as a competitive tool, re-branding, brand values and brand communication strategies.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Brand strategies of Jordanian telecommunications service providers

Alamro

Rowley

2010

J Brand Manag

View full text Add to dashboard Cite

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“…Second, researchers tend to adopt qualitative approach such as in-depth interview or case studies instead of quantitative analysis such as the survey method (e.g., Burmann & Zeplin, 2005;Punjaisri &Wilson, 2007;Wallström, Karlsson, & Salehi-Sangari, 2008). The use of the survey method can allow us to explore the statistical impact of internal factors on the success of brand management.…”

Section: Introductionmentioning

confidence: 99%

Antecedents and Performance Consequences of Integrated Brand Management in China: An Exploratory Study

Chen¹,

Lam²,

Zou

2011

Journal of Global Marketing

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This study explores the role of integrated brand management in China. Using the survey data for 309 brands, our results show that integrated brand management has a positive effect on business performance in China. We also find that top management emphasis and corporate supportive resources directly foster integrated brand management. In addition, the emphasis of top management indirectly affects integrated brand management through reward system. Furthermore, we find that these relations vary between high-and low-performance brands. The implications for transitional economies are discussed.

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“…The role of the brand Contemporary organizations develop a variety of methods to build a strong brand as part of their business strategy. The brand is often evaluated as a company's most valuable asset (Wallström et al 2008). A customer which is loyal to the brand may be willing to pay more for the product with the brand's logotype because they perceive some unique value.…”

Section: Introductionmentioning

confidence: 99%

Customer Engagement With a Brand in the Context of Social Media

Hofman-Kohlmeyer

2017

CBUP

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Nowadays, a strong brand is one of the most valuable assets of a company. In order to obtain this asset, the growing ranks of enterprises decide to include social media in their marketing strategy. Social media gives the possibility to have customers highly engaged with a brand. The present article is aimed to give an outlook on the process of building customer engagement in a brand throughout social media. The presented approach is based on a literature review. INTRODUCTION: The meaning of social media in engaging customers is widely acknowledged. In order to building a strong brand and make current customers loyal, the growing ranks of managers decide to include social media in their marketing strategy. OBJECTIVES: The present article is aimed to give a theoretical outlook on engaging a customer with a brand throughout social media. METHODS: To achieve the assumed goals the author presents a literature review. RESULTS: The literature review offers some directives on how to make customer engage with a brand, information on how this process should proceed and information about the profits which can the brand obtain. CONCLUSION: Social media gives an opportunity to make customers highly engaged in a brand. The building of customer engagement throughout social media takes place through the following process: connection, interaction, satisfaction, retention, commitment, advocacy and customer engagement. Social media is also treated as a source of mass communication. One-toone communication between stakeholders and firm-to-firm communication exert a positive impact on brand trust. In terms of customer-to-customer communication, there are some doubts. The authors also indicated the vital role of content quality and the occurrence of negative conversations on the fan page. JEL Classification Numbers: M31; DOI: http://dx.doi.org/10.12955/cbup.v5.920

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Building a corporate brand: The internal brand building process in Swedish service firms

Cited by 28 publications

References 25 publications

Brand strategies of Jordanian telecommunications service providers

Brand strategies of Jordanian telecommunications service providers

Antecedents and Performance Consequences of Integrated Brand Management in China: An Exploratory Study

Customer Engagement With a Brand in the Context of Social Media

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