What Does Your Corporate Brand Stand For?

Summary, in English

Companies are extremely good at defining their product brands. Customers, employees, and other stakeholders know exactly what an iPhone is and means. But organizations are often less sure-footed when it comes to the corporate brand. What does the parent company’s name really stand for, and how is it perceived and leveraged in the marketplace and within the company itself?

A clear, unified corporate identity can be critical to competitive strategy, as firms like Apple, Philips, and Unilever understand. It serves as a north star, providing direction and purpose. It can also enhance the image of individual products, help firms recruit and retain employees, and provide protection against reputational damage in times of trouble. Many firms, however, struggle to articulate and communicate their brand.

• Author: Stephen A Greyser; Mats Urde
• Department/s: Department of Business Administration
• Publishing year: 2019-01-01
• Language: English
• Pages: 82-89
• Publication/Series: Harvard Business Review
• Volume: January February 2019
• Issue: January February 2019
• Links: https://hbr.org/2019/01/what-does-your-corporate-brand-stand-for
• Document type: Journal article
• Publisher: Harvard Business Publishing
• Topic: Business Administration
• Keywords: corporate brand identity; corporate brand identity matrix; brand identity; Brand core; internal branding; brand management; visual identity; Value proposition; brand personality; Brand image; Brand reputation
• Status: Published
• ISBN/ISSN/Other: ISSN: 0017-8012