| 1. |
- Balmer, John M. T., et al.
(författare)
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Monarchical Perspectives on Corporate Brand Management
- 2005
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Annan publikation (övrigt vetenskapligt/konstnärligt)abstract
- We report the insights gained from a major international landmark study into Monarchies as Corporate Brands. We were granted privileged and unprecedented access to Their Majesties the King and Queen of Sweden, to members of the Royal Family and to Senior Officials of the Royal Household of Sweden. Our study, drawing on field research and drawing on the extensive literature on monarchy, resulted in identifying nine elements, relevant to managing a corporate brand. We call this ‘The Corporate Brand Management Protocol.’ The protocol requires orchestrating nine elements, which we identify as responsibility, identity, affinity, philosophy, activity, community, consistency, sensitivity, and connectivity. A key affirmation from our study is the necessity for on-going guardianship of corporate brands: we label this duty ‘Corporate Brand Custodianship. For monarchies this resides with Sovereigns and their Royal Courts and, in business contexts, this falls to the CEO and to Senior Management. They are the ultimate defenders of the corporate brand.
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| 2. |
- 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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| 3. |
- Greyser, Stephen A., et al.
(författare)
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The monarchy as a corporate brand - Some corporate communications dimensions
- 2006
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Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566. ; 40:7-8, s. 902-908
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand. Design/methodology/approach - Draws on the preliminary findings of a major study on monarchies. Findings - Argues that corporate communications is an important aspect of corporate brand management (especially in relation to constitutional monarchies). Research implications - That monarchies are analogous to organisational brands and are amenable to being managed as such. Originality/value - Draws on a unique study relating to monarchies as corporate brands.
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| 4. |
- 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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| 5. |
- Urde, Mats
(författare)
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Uncovering the corporate brand's core values
- 2009
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Ingår i: Management Decision. - : Emerald. - 0025-1747. ; 47:4, s. 616-638
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - This paper aims to describe the uncovering of a corporate brand's core values and implications for strategic management of its track record. Design/methodology/approach - The paper examines the specific track records of Volvo, IKEA, IBM, and Scanpump, focusing on core values and how they evolve. Based on multiple sources of evidence, the track records of the case companies emerge as patterns of values that are: perceived externally by customers and non-customer stakeholders; and rooted internally within an organisation. Findings - Four categories of core values emerge, termed true, aspirational, potential, and hollow. Originality/value - The Core Value Grid is proposed as a managerially useful model on "how to build true values and avoid hollow values". In principle, a corporate brand cannot be stronger externally than it is internally. Rooted core values with track records supporting a brand promise represent the essence of a corporate brand, guiding internal and external corporate brand building and management. The foundation of a corporate brand risks being undermined by hollow core values and empty promises.
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