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Mats Urde . photo

Mats Urde

Senior lecturer

Mats Urde . photo

Corporate Brand Identity Matrix

Author

  • Mats Urde

Summary, in English

The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the ‘brand core’. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often been designed for product brands, not corporate brands.

Department/s

  • Department of Business Administration

Publishing year

2013-08-15

Language

English

Pages

742-761

Publication/Series

Journal of Brand Management

Volume

20

Issue

9

Document type

Journal article

Publisher

Palgrave Macmillan

Topic

  • Business Administration

Keywords

  • corporate brand identity
  • corporate brand management
  • brand orientation
  • managerial framework
  • corporate brand identity matrix

Status

Published

ISBN/ISSN/Other

  • ISSN: 1350-231X