Engineering consultants' perceptions of corporate branding: A case study of an international engineering consultancy

Sheikh, Alireza; Lim, Ming K.

doi:10.1016/j.indmarman.2011.09.006

Cited by 11 publications

(14 citation statements)

References 61 publications

(57 reference statements)

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“…They found that the engineering brand they studied was not only meaningful to engineers, but also that these meanings carried multi-faceted brand associations and connotations. Engineers' accounts also gave rise to a number of recommendations as to how branding could be improved in practice (Sheikh and Lim, 2011). This paper continues to ask a similar question, i.e.…”

Section: Introductionmentioning

confidence: 83%

“…To address these gaps in the literature, our paper explores and delineates the meanings of an engineering consultancy brand to its employees (engineering consultants and managers). Sheikh and Lim (2011) pursued a similar question in the context of an engineering brand's expertise in the areas of infrastructure and construction. They found that the engineering brand they studied was not only meaningful to engineers, but also that these meanings carried multi-faceted brand associations and connotations.…”

Section: Introductionmentioning

confidence: 99%

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The making of brand attachment and brand meanings: the case of a UK engineering services firm

Sheikh

Lim

2015

Marketing Intelligence &Amp; Planning

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Purpose – The purpose of this paper is to provide insights into how engineering employees perceive the functional, ethical and political dimensions of the corporate brand and its meaning(s) for other stakeholders. Design/methodology/approach – The paper explores brand meaning and brand attachment in the case of employees in an engineering consultancy firm operating within the defense and artillery systems sector. In-depth interviews with managers and consultants at a cross-section of organizational levels along with thematic and reflexive interpretation of qualitative data have been carried out. Findings – Identity-based definitions of the brand, the definitions of a “strong engineering brand”, associations of the corporate brand with engineers’ personal brands, brand essence and integration and the meanings of a military brand have all been raised, explored and discussed from the engineer’s perspective. Research limitations/implications – This paper is among the first of its kind to pursue brand research in an engineering-intensive firm with military and defense brand associations. Future research is encouraged to add further detail and verification to the themes and findings of this paper. Practical implications – The military context is enmeshed with high levels of sensitivity and difficult research access particularly upon brand-related academic research. This has led in part to very limited marketing and branding knowledge into this setting despite its significance. Social implications – Given that the engineering consulting sectors are among the top drivers of employment and knowledge advancement, and given that brand associations have considerable impacts on employees’ identification, self-awareness and emotional well-being, understanding the dynamism and complexities of employee-brand associations is inevitable in these settings. Originality/value – The defense context has unique characteristics and has hitherto remained an under-researched context with respect to branding. This is despite that the defense sector deserves to be in the spotlight because professionals’ voices are rarely heard and acknowledged within the branding literature.

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Section: Introductionmentioning

confidence: 83%

Section: Introductionmentioning

confidence: 99%

The making of brand attachment and brand meanings: the case of a UK engineering services firm

Sheikh

Lim

2015

Marketing Intelligence &Amp; Planning

Self Cite

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“…Um importante movimento que também fortaleceu a criação de marcas corporativas esteve atrelado a empresas business-to-business (B2B), ao reconhecer o valor e a vantagem competitiva de ter uma marca corporativa forte em suas negociações com outras empresas, envolvendo a criação de significado, imagem e reputação para a empresa como um todo (GLYNN; MOTION; BRODIE, 2007; KELLER; MACHADO, 2006;KOTLER;PFOERTSCH, 2007;LEEK;CHRISTODOULIDES, 2011;SHEIKH;LIM, 2011 O comportamento da organização como um todo deve ser consistente com a proposta de valor que a marca corporativa pretende passar, pois essa ampla gama de públicos exercita uma maior variedade de distinções de outros elementos intangíveis, além dos já convencionados elementos tangíveis de produto/serviço (KING, 1991;KNOX;BICKERTON, 2003;AAKER, 2004;ARGENTI;DRUCKENMILLER, 2004;ABRATT;KLEYN, 2012;GREYSER, 2016). Por isso, deixa de ser o papel de um departamento, para ser o papel da empresa de forma integrada (BALMER; GRAY, 2003;SCHULTZ, 2003;KING, 1991).…”

Section: Referencial Teóricounclassified

“…O aumento de interesse em marca corporativa nas últimas décadas levou a uma série de refinamentos e vertentes em sua definição, resultando numa ampla extensão de aplicação e escopo da gestão de marca corporativa (KNOX; BICKERTON, 2003;ABRATT;KLEYN, 2012;FETSCHERIN;USUNIER, 2012;PÉREZ;DEL BOSQUE, 2014). Ainda que, de maneira geral, trate-se do alinhamento interno e externo da proposta de valor da empresa (BALMER, 2001;SCHULTZ, 2003;URDE, 2003;SHEIKH;LIM, 2011;ABRATT;KLEYN, 2012), diferentes tons são aplicados para definição de marca corporativa e principais motivos que levam à opção por esta estratégia. Por exemplo, sob o ponto de vista de marketing e do relacionamento com o cliente e consumidor, a definição representa a empresa que está por trás de determinados produtos e serviços (AAKER, 2004).…”

Section: Introductionunclassified

Por Que Marcas Corporativas? A Percepção De Executivos Brasileiros Sobre Os Motivos Para Adotar Corporate Branding

Rodrigues

Miyahira

Nascimento

et al. 2017

REAd. Rev. eletrôn. adm. (Porto Alegre)

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RESUMOO conceito de Marca Corporativa apresenta ampla aplicação e escopo da gestão, gerando diversos motivos que levam a opção por esta estratégia. O objetivo do estudo é entender quais são os motivos percebidos como relevantes para adotar a marca corporativa, bem como quais as abordagens mais proeminentes entre executivos brasileiros. Este estudo, de natureza descritiva e quantitativa, envolveu o mapeamento dos principais motivos abordados na literatura e uma survey com 275 gestores de empresas de diferentes segmentos, todas atuantes no Brasil. Neste estudo, a definição de "principais motivos" adotada refere-se às razões percebidas como relevantes para a opção por uma estratégia de marca corporativa, incluindo referenciais de resultados esperados, benefícios percebidos e premissas de atuação de mercado. Os resultados indicam a predominância da visão da marca corporativa como meio de comunicar os valores, seguida da escola voltada para a construção da imagem positiva. Entre os motivos mais relevantes, o fortalecimento das marcas dos produtos e o foco nos consumidores chama mais atenção, seguido de fortalecimento de identidade em multinacionais. O estudo contribui com o mapeamento abrangente dos motivos para esta estratégia e a visão sobre quais as perspectivas predominantes no mercado brasileiro. Palavras

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“…Win consumer preference and loyalty 4. Commercial relations (B2B -business to business) (Glynn, Motion, & Brodie, 2007;Keller & Machado, 2006;King, 1991;Leek & Christodoulides, 2011;Sheikh & Lim, 2011) 4.1. Positioning and customer attraction in B2B companies 4.2.…”

Section: The Role Of Corporate Branding In International Businessmentioning

confidence: 99%

The corporate branding in international operations

et al. 2017

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Double Blind Review System Scientific Editor Ilan AvrichirCorporate 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.

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Engineering consultants' perceptions of corporate branding: A case study of an international engineering consultancy

Cited by 11 publications

References 61 publications

The making of brand attachment and brand meanings: the case of a UK engineering services firm

The making of brand attachment and brand meanings: the case of a UK engineering services firm

Por Que Marcas Corporativas? A Percepção De Executivos Brasileiros Sobre Os Motivos Para Adotar Corporate Branding

The corporate branding in international operations

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