| 1. |
- Balmer, John M T, et al.
(författare)
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The Crown as a corporate brand: Insights from Monarchies
- 2006
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 14:1, s. 137-161
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Tidskriftsartikel (refereegranskat)abstract
- Introduction In an age when brands have seized the imagination of so many, the corporate landscape has become a brandscape. Recently, corporate branding has emerged as an important agenda item for many senior executives. Brands are viewed as a significant corporate asset. The corporate brand is viewed as an important profile builder for corporations. It is seen as an invaluable tool for attracting key constituencies such as customers and employees. It can imbue a corporation with a distinctiveness that is not readily replicated. Financially, it can be one of an organization’s most coveted and cherished assets. For customers, it serves as a guarantee of expectations, much like an informal contract. In short, a corporate brand often is invested with the Midas touch and this explains why corporate brands enthrall companies and customers alike. In a world saturated with products and messages, brands represent an important navigational tool for stakeholders. This is particularly the case in crowded categories where the cacophony of communication means that corporate (and product/service) messages are often unheard. As such, corporate brands give voice to an organization’s key values and enable the organization behind the brand to cut through the communications hubbub that characterizes much of today’s corporate world. Longevity is sometimes cited as a key attribute of corporate brands. Consider global brands such as Coca Cola, Ford, Reuters, and Nokia. These are corporate brands that have held strong positions in their markets for decades. Some corporate brands have older pedigrees, of course, such as the Wells Fargo and Hudson Bay companies in North America. In Europe, Rothschild’s (bankers), Stora Kopparberg (mining), and Cadbury (chocolates) provide other examples. However, these corporate brands are relative adolescents in another realm of brands, when one considers an institutional group that appears to have strong corporate brand characteristics—namely monarchies. Some monarchies have existed for over one thousand years, such as the Japanese and Swedish crowns. They are not corporations but in our view they are brand-like institutions in many ways. As a case in point, the Swedish Crown has, by any branding measure, impeccable credentials. Its brand loyalty (from its citizens) is approximately 70%, and has been at a high level for some considerable time. It has avoided many of the vicissitudes that have beset other monarchies in recent years. It is a brand that was not engulfed in the wave of “institutional regicide” that swept away most European monarchies in the aftermath of World War I. It is a brand that has accommodated and embraced change. It is a brand that still adds value and gives meaning to its key constituencies – an element that is for us a core tenet of branding. And it is a brand with considerable financial value in terms of benefits to the country’s businesses, tourism, and general public.
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| 2. |
- Dahlén, Micael, et al.
(författare)
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Brands affect slogans affect brands? : Competitive interference, brand equity and the brand-slogan link
- 2005
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Ingår i: Journal of Brand Management. - : Palgrave Macmillan. - 1479-1803 .- 1350-231X. ; 12:3, s. 151-164
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- Brand slogans have been subject to much interest from both practitioners and researchers, the reason being that slogans may have positive effects on their brands. Previous research has mainly focused on the slogan effects when the brand is given (for example, in controlled experiments). Based on the fact that most brands face severe competitive interference, this paper tests the effects of correct and incorrect brand-slogan attribution on both slogan and brand evaluations in an empirical study. The results show that slogans may work as carriers of brand equity. Slogan learning is biased by the brand's equity so that slogans for strong brands are generally better liked than slogans for weak brands; however, by way of competitive interference, this equity may be incorrectly attributed to a competing brand. The authors investigate how the brand-slogan link differs between weak and strong brands and provide indications of how to avoid the negative effects and capitalise on the positive effects of competitive interference.
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| 3. |
- Opoku, Robert, et al.
(författare)
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Communicating brand personality : Are the websites doing the talking for the top South African Business Schools?
- 2006
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 14:1-2, s. 20-39
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Tidskriftsartikel (refereegranskat)abstract
- This study extends the conceptualisation and measurement of brand personality to the online environment. We contend that websites are an important element of corporate identity management in today's competitive environment. We investigated the websites of South African Business Schools in order to find out what brand personality each school features. Our multistage methodology revealed a measure of business school brand personality that to some extent portrays the dimensions Aaker postulated. This study illustrates a powerful, but simple and relatively inexpensive way business school managers can study communicated brand personality. The results also offer new ways for business schools (and other organisations) to strengthen their brand and market position in a competitive environment. It also is a relatively simple way to differentiate their school in the crowded MBA education marketplace.
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| 4. |
- Silver, Lars, 1966-, et al.
(författare)
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The close relationship strategy : Corporate brand development in banking
- 2009
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 17:4, s. 289-300
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of the paper is to analyze how different dimensions of the relationship between banks and small to medium-sized enterprises (SME) influence the SMEs’ loyalty towards the banks. A survey was administered to 1024 CEOs of Swedish SMEs. In the questionnaire, a number of aspects of the relationship with the bank were examined, especially how banks contribute to the development of the SMEs, and how this affects the SMEs’ loyalty. This paper posits The Close Relationship Strategy, which implies that by being more active in the relationship, banks could create more satisfied and loyal SME customers. The study has relevance for banks that are trying to develop their corporate brands through a closer relationship with SMEs. The paper provides a framework for understanding how banks can achieve customer loyalty and develop their brands by focusing on important aspects of the relationship with their SME customers. This study provides important insights into SMEs’ perceptions of their banks’ capacity to deliver meaningful advice, and how a positive relationship can create more loyal customers.
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| 5. |
- Sjödin, Henrik
(författare)
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Financial assessment of brand extensions
- 2007
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 14:3, s. 223-231
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- The possibility to assess brand strategies based on their financial consequences is attractive to managers and researchers alike. This conceptual article discusses financial assessment of brand extension proposals within companies. An integrated framework synthesises key questions and arguments in theoretically informed valuation, in order to support managerial decision-making. It highlights the link between brand equity considerations and financial evaluation, to acknowledge the role of brand extension as an investment in business development. The ideal role of financial assessment in the practice and research of brand extension is discussed.
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| 6. |
- Sjödin, Henrik
(författare)
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Upsetting brand extensions : an enquiry into current customers' inclination to spread negative word of mouth
- 2008
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Ingår i: Journal of Brand Management. - : Palgrave Macmillan. - 1479-1803 .- 1350-231X. ; 15:4, s. 258-271
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Tidskriftsartikel (refereegranskat)abstract
- The opinions of current customers are important when introducing new products through brand extension. This paper deals with the potential for negative word of mouth and empirically investigates the inclination of current customers to criticise a brand extension. The study identifies antecedents to this inclination and highlights the importance of anger. Implications for brand management are offered and encourage broad analysis of extension initiatives that could become targets of negative word of mouth.
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| 7. |
- Urde, Mats, et al.
(författare)
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Corporate brands with a heritage
- 2007
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 15:1, s. 4-19
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Tidskriftsartikel (refereegranskat)abstract
- ABSTRACT This article articulates a concept of “heritage brands,” based primarily on field case research and studies of practice. We define brand heritage as a dimension of a brand’s identity found in its track record, longevity, core values, use of symbols, and particularly in an organisational belief that its history is important. A heritage brand is one with a positioning and value proposition based on its heritage. The work grew from our lengthy study of Monarchies as corporate brands. We describe how to identify the heritage that may reside in a brand and how to nurture, maintain, and protect it, particularly through the management mindset of brand stewardship to generate stronger corporate marketing.
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| 8. |
- Wallström, Åsa, et al.
(författare)
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Building a corporate brand : the internal brand building process in Swedish service firms
- 2008
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 16:1-2, s. 40-50
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Tidskriftsartikel (refereegranskat)abstract
- There is consensus that every organisation needs to develop a strong brand as part of its business strategy. It is, however, unclear how corporate brands can be effectively developed. The aim of this study is to empirically explore the internal corporate brand-building process in Swedish service firms. This process refers to activities that occur before the implementation of the brand. This is a qualitative study in which three case studies are presented and in which purposive sampling was applied. The study's aim was to find illustrative cases of firms that had recently conducted an internal, corporate brand-building process. The selected firms had initiated the process based on different circumstances (ie due to a crisis, geographical expansion or strategic repositioning). Personal interviews were used as the main data collection method. Three concurrent flows of activities, that is, data reduction, data display and conclusion drawing, have been applied in the data analysis. All firms aimed to strengthen the corporate brand in their brand portfolio by reducing sub-brands, and by updating their brand identity and brand position statements. Findings show that even though the three firms had initiated the internal corporate brand-building process for different reasons, the three stages in the process, that is, brand audit, brand identity and brand position statements, could still be identified. Differences, however, occurred within the stages.
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| 9. |
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