Towards an integrated approach to corporate branding – an empirical study

Abstract

Based on the findings of an empirical study among communication executives in 11 multinational companies we propose an increasingly integrated approach to corporate branding. Key aspects which support our claim are the growing importance of the financial community, the augmenting skills shortage driving competition for current and future employees, and the enhanced transparency of corporate activities being greatly supported by the particular characteristics of the Internet. In order to achieve greater integration and eventually a favourable reputation we propose an organisational model combining centralisation and team organisation which particularly aims to support integration across the various functions responsible for stakeholder relations.

The corporate branding in international operations

“…Einwiller and Will (2002) carried out one of the first studies on the reasons perceived as relevant in investing in corporate branding, which involved qualitative research with executives of European multinationals. The researchers defined five main groups: (1) coordination and management of identity problems in multinational operationsbuilding a common positioning of values and ideas as an umbrella in integration and management; (2) increasing importance of the capital market and the influence of a favorable reputation as a prerequisite in the relationship with investors and stock trading; (3) war for talent in attracting and retaining the best professionals as well as employees' general satisfaction and evaluation as a great place to work; (4) need to create synergy between brandsincreased customer criticality and the possibility of extending brands; (5) increasing demand for transparency, due to increasing legal obligations, combined with cumulative pressure for transparency and interest in information.…”

“…The international marketing literature has as one of its central research themes the decision about how to enter a new market and mode of operation (Cavusgil et al, 2010;Cavusgil, Deligonul, & Yaprak, 2005 (Aaker, 2004;Balmer & Gray, 2003;Corte & Mangia, 2011;Einwiller & Will, 2002;Harris & Chernatony, 2001;Hatch & Schultz, 2003, 2008 1.2. Competition for the best professionals 1.3.…”

“…Retaining talents 2. Synergy between brands (product and corporate) (Aaker, 2004;Einwiller & Will, 2002;Hatch & Schultz, 2003;Kay, 2006;van Riel & Balmer, 1997;van Riel & Fombrun, 2007) 2.1. Corporate brand can strengthen product brands 2.2.…”

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

“…Since corporate branding is a relatively new area, there is still a lack of research in this fi eld. 2,5,16 Corporate brands, however, have received increasing attention in the academic literature over the past decade. 3-5,17 -22 Still, a review of previous work in the area reveals that knowledge concerning corporate brands in service fi rms is limited.…”

“…3,9,16,21,23 A general criticism regarding the literature focusing on brand building, however, is that most of the research is conceptual and / or that there is a lack of empirical testing. 5,9,24,25 The branding literature is fragmented and lacks a model that describes brand building from the fi rm ' s perspective.…”