What Does Your Corporate Brand Stand For?

Forskningsoutput: TidskriftsbidragArtikel i vetenskaplig tidskrift

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What Does Your Corporate Brand Stand For? / Greyser, Stephen A; Urde, Mats.

I: Harvard Business Review, Vol. January February 2019, Nr. January February 2019, January February Issue, 01.01.2019, s. 82-89.

Forskningsoutput: TidskriftsbidragArtikel i vetenskaplig tidskrift

Harvard

Greyser, SA & Urde, M 2019, 'What Does Your Corporate Brand Stand For?', Harvard Business Review, vol. January February 2019, nr. January February 2019, January February Issue, s. 82-89.

APA

Greyser, S. A., & Urde, M. (2019). What Does Your Corporate Brand Stand For? Harvard Business Review, January February 2019(January February 2019), 82-89. [January February Issue].

CBE

Greyser SA, Urde M. 2019. What Does Your Corporate Brand Stand For?. Harvard Business Review. January February 2019(January February 2019):82-89.

MLA

Greyser, Stephen A och Mats Urde. "What Does Your Corporate Brand Stand For?". Harvard Business Review. 2019, January February 2019(January February 2019). 82-89.

Vancouver

Greyser SA, Urde M. What Does Your Corporate Brand Stand For? Harvard Business Review. 2019 jan 1;January February 2019(January February 2019):82-89. January February Issue.

Author

Greyser, Stephen A ; Urde, Mats. / What Does Your Corporate Brand Stand For?. I: Harvard Business Review. 2019 ; Vol. January February 2019, Nr. January February 2019. s. 82-89.

RIS

TY - JOUR

T1 - What Does Your Corporate Brand Stand For?

AU - Greyser, Stephen A

AU - Urde, Mats

PY - 2019/1/1

Y1 - 2019/1/1

N2 - 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.

AB - 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.

KW - corporate brand identity

KW - corporate brand identity matrix

KW - brand identity

KW - Brand core

KW - internal branding

KW - brand management

KW - visual identity

KW - Value proposition

KW - brand personality

KW - Brand image

KW - Brand reputation

M3 - Article

VL - January February 2019

SP - 82

EP - 89

JO - Harvard Business Review

JF - Harvard Business Review

SN - 0017-8012

IS - January February 2019

M1 - January February Issue

ER -