What Does Your Corporate Brand Stand For?

Research output: Contribution to journalArticle


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.


External organisations
  • Harvard Business School
Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Business Administration


  • 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
Original languageEnglish
Article numberJanuary February Issue
Pages (from-to)82-89
Number of pages8
JournalHarvard Business Review
VolumeJanuary February 2019
Issue numberJanuary February 2019
Publication statusPublished - 2019 Jan 1
Publication categoryResearch