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Corporate reputation versus corporate branding: the realist debate

Corporate reputation versus corporate branding: the realist debate Studies in the fields of marketing and corporate identity are at a crossroads. Changes in the structure of organisations and their operating environments have led to the emergence of the concept of corporate branding and possibly even the development of a new domain of management science. This paper traces the development of brand thinking from both a marketing (customer market) perspective and a multi‐disciplinary (organisation) perspective. Argues that the current transitional period is, in fact, caused by a congruence of thinking in these two fields and that much of the current debate has stemmed from their alternative starting points; a “top down” organisational perspective versus a “bottom up” customer market perspective. Adopts a realist perspective to build a conceptual framework that combines elements of both approaches and describes the application of this framework and a new marketing model to an initial pilot study. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications An International Journal Emerald Publishing

Corporate reputation versus corporate branding: the realist debate

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References (31)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1356-3289
DOI
10.1108/13563280010317578
Publisher site
See Article on Publisher Site

Abstract

Studies in the fields of marketing and corporate identity are at a crossroads. Changes in the structure of organisations and their operating environments have led to the emergence of the concept of corporate branding and possibly even the development of a new domain of management science. This paper traces the development of brand thinking from both a marketing (customer market) perspective and a multi‐disciplinary (organisation) perspective. Argues that the current transitional period is, in fact, caused by a congruence of thinking in these two fields and that much of the current debate has stemmed from their alternative starting points; a “top down” organisational perspective versus a “bottom up” customer market perspective. Adopts a realist perspective to build a conceptual framework that combines elements of both approaches and describes the application of this framework and a new marketing model to an initial pilot study.

Journal

Corporate Communications An International Journal – Emerald Publishing

Published: Mar 1, 2000

Keywords: Corporate identity; Corporate communications; Brand image; Corporate image

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