Leveraging the Corporate Brand

Leveraging the Corporate Brand Leveraging the Corporate Brand David A. Aaker rand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and com­ plex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch brands, putting additional strain on their ability to deliver the needed support. In this context, the corporate brand (or, more generally, an organization brand) can be dialed up to playa more prominent role in the brand portfolio. The corporate brand defines the firm that will deliver and stand behind the offering that the customer will buy and use. The brand has access to organiza­ tional as well as product associations and the flexibility to play several roles within the brand portfolio. Of most significance is its potential in some contexts to be a master brand with a significant driver role. In fact, in the case of Dell, UPS, Sony, Samsung, IBM, and others, it can been seen as the ultimate branded house, where the product brands consist largely of the corporate brand plus a descriptor. In these cases, the use of a corporate brand as http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png California Management Review SAGE

Leveraging the Corporate Brand

Loading next page...
 
/lp/sage/leveraging-the-corporate-brand-ND2nDD9jl7
Publisher
SAGE Publications
Copyright
© 2004 The Regents of the University of California
ISSN
0008-1256
eISSN
2162-8564
D.O.I.
10.1177/000812560404600301
Publisher site
See Article on Publisher Site

Abstract

Leveraging the Corporate Brand David A. Aaker rand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and com­ plex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch brands, putting additional strain on their ability to deliver the needed support. In this context, the corporate brand (or, more generally, an organization brand) can be dialed up to playa more prominent role in the brand portfolio. The corporate brand defines the firm that will deliver and stand behind the offering that the customer will buy and use. The brand has access to organiza­ tional as well as product associations and the flexibility to play several roles within the brand portfolio. Of most significance is its potential in some contexts to be a master brand with a significant driver role. In fact, in the case of Dell, UPS, Sony, Samsung, IBM, and others, it can been seen as the ultimate branded house, where the product brands consist largely of the corporate brand plus a descriptor. In these cases, the use of a corporate brand as

Journal

California Management ReviewSAGE

Published: Apr 1, 2004

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off