Corporate Brand Positioning – A Process Perspective

Christian Koch

Forskningsoutput: KonferensbidragKonferenspaper, ej i proceeding/ej förlagsutgivetPeer review


The purpose of this paper is to explore the process of positioning a corporate brand in the context of a global industrial organization. A process-focused single case study helped to generate detailed qualitative data to understand how management activities and choices in positioning the corporate brand occurred over time. The paper offers two main contributions: (1) It identifies seven stages of corporate brand positioning, representing crucial management activities and choices; (2) It apprehends corporate brand positioning as a complex process in need to be managed, coordinated and integrated across multiple levels within the organization. The context of a decentralized global industrial organization also contributes to the growing and needed understanding of corporate brand management in business markets. From a managerial perspective, the study contributes by highlighting barriers of change and actions that enable successful completion of corporate brand positioning.
StatusPublished - 2014
Evenemang9th Global Brand Conference - Hertfordshire Business School Hatfield, Hertfordshire, Storbritannien
Varaktighet: 2014 apr 92014 apr 11


Konferens9th Global Brand Conference
OrtHertfordshire Business School Hatfield, Hertfordshire

Ämnesklassifikation (UKÄ)

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