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Mats Urde . photo

Mats Urde

Senior lecturer

Mats Urde . photo

Welcome to the Matrix - How to find and use your corporate brand's core identity

Author

  • Mats Urde

Editor

  • Oriol Inglesias
  • Nicholas Ind
  • Majken Schultz

Summary, in English

In this article, I use a broad brush to provide a big picture of a corporate brand, how corporate branding works, and what it takes to manage a corporate brand. In the movie The Matrix, Mr. Anderson is invited to come behind the scenes to see and experience a world beyond the projected image. My article’s title welcomes you to discover and experience a corporate brand’s reality with its opportunities and challenges. The Corporate Brand Identity Matrix (Urde, 2013; Greyser & Urde, 2019) provides a structure and logic for this discovery with topics and questions to be further developed and discussed during the course.

Department/s

  • Marketing

Publishing year

2022-04-29

Language

English

Pages

59-92

Publication/Series

Routledge Companions in Marketing, Advertising and Communication

Document type

Book chapter

Publisher

Routledge

Topic

  • Business Administration

Keywords

  • Corporate branding
  • Reputation
  • leadership as practice

Status

Published

ISBN/ISSN/Other

  • ISBN: 978-0-367-47663-2