What Does Your Corporate Brand Stand For?

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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.


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ArtikelnummerJanuary February Issue
Sidor (från-till)82-89
Antal sidor8
TidskriftHarvard Business Review
VolymJanuary February 2019
Utgåva nummerJanuary February 2019
StatusPublished - 2019 jan 1
Peer review utfördNej