Skip to main content
Article thumbnail
Location of Repository

Engineering Consultants’ Perceptions of Corporate Branding: A Case Study of an International Engineering Consultancy

By Alireza Sheikh and Ming Lim


The corporate branding literature on B2B markets has developed fairly rapidly over the past decade. However, empirical support on employees’ perception of corporate branding is very limited, particularly with respect to employees who fall outside the marketing/branding function within their organisations. This paper explores engineering consultants’ views – as an under-researched context – on the implications of corporate branding. Findings reveal engineers’ views about the significance of personal brands, the implications of incorporation, the ways in which corporate branding is carried out in their organizations, and associations of technical proficiency with the corporate brand. From the findings, four hypotheses have been developed for future research.Peer-reviewedPost-prin

Topics: Corporate Branding, B2B Context, Engineering Consulting
Publisher: Elsevier
Year: 2011
DOI identifier: 10.1016/j.indmarman.2011.09.006
OAI identifier:

Suggested articles


  1. (2005). A Communal Approach to Corporate Branding'
  2. (1997). An Exploration of Branding in Industrial Markets', doi
  3. (2010). An Exploratory Investigation of the Elements of B2B Brand Image and its Relationship to Price Premium', doi
  4. (2010). An Integrative Review of Employer Branding and OB Theory', doi
  5. (2003). Applications of Case Study Research, 2nd edn, Thousand Oaks ;
  6. (2001). Are the Strategic Stars Aligned for Your Corporate Brand?',
  7. (2006). B2B Brand Management, doi
  8. (2009). B2B Branding: A Financial Burden for Shareholders?', doi
  9. (2007). Being Known Or being One of Many: The Need for Brand Management for Business-to-Business (B2B) Companies', doi
  10. (1999). Brand Management through Narrowing the Gap between Brand Identity and Brand Reputation', doi
  11. (1993). Brand-Naming Industrial Products', doi
  12. (2008). Branding a B2B Service: Does a Brand Differentiate a Logistics Service Provider?', doi
  13. (2002). Branding Importance in Business-to-Business Markets: Three Buyer Clusters', doi
  14. (2003). Bringing the Corporation into Corporate Branding', doi
  15. (2005). Building Brand Commitment: A Behavioural Approach to Internal Brand Management', doi
  16. (2000). Building the Unique Organization Value Proposition'
  17. (2008). Characteristics of Successful Employer Brands', doi
  18. (2004). Conceptualizing and Researching Employer Branding', doi
  19. (2003). Core Value-Based Corporate Brand Building', doi
  20. (2005). Corporate Branding - an Evolving Concept'
  21. (2005). Corporate Branding and the 'Conformity Trap''
  22. (2009). Does a Brand have to be Consistent?', doi
  23. (2006). Engineering Culture: Control and Commitment in a High-Tech Corporation, 2 nd edn, doi
  24. (2007). Exploring Managers' Views about Brand Saboteurs', doi
  25. (2005). From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding', doi
  26. (2010). How Strong is the Business-to-Business Brand in the Workforce? an Empirically-Tested Model of 'Internal Brand Equity' in a Business-toBusiness Setting', doi
  27. (2007). Industrial Global Brand Leadership: A Capabilities View', doi
  28. (2004). Interfaces of Control. Technocratic and SocioIdeological Control in a Global Management Consultancy Firm', doi
  29. (2008). Internal Branding: Exploring the Employee's Perspective', doi
  30. (2011). Interpreting Interviews, 1st edn, doi
  31. (2008). Key Determinants of Internal Brand Management Success: An Exploratory Empirical Analysis', doi
  32. (2004). Knowledge and doi
  33. (2009). Leadership, Behavioral Context, and the Performance of Work Groups in a Knowledge-Intensive Setting', doi
  34. (1992). Learning by Knoeledge-Intensive Firms', doi
  35. (2004). Living the Brand : How to Transform Every Member of Your Organization into a Brand Champion, 2nd edn,
  36. (2010). Living the Brand": Brand Orientation in the Business-to-Business Sector', doi
  37. (1997). Managing Business-to-Business Marketing Relationships in Consulting Engineering Firms', doi
  38. (1998). Managing Corporate Image and Corporate Reputation', Long Range Planning, doi
  39. (2008). Managing Meaning through Branding — the Case of a Consulting Firm', doi
  40. (2002). Managing the Multiple Identities of the Corporation', doi
  41. (2007). Managing Vision and the Brand within the Creative Industries', doi
  42. (2005). Marketing Antecedents of Industrial Brand Equity: An Empirical Investigation in Specialty Chemicals', doi
  43. (1989). Marketing Complex Technical Products: The Importance of Intangible Attributes', doi
  44. (2008). Meat, Mask, Burden': Probing the Contours of the Branded 'Self'', doi
  45. (1998). Modelling of the Components of the Brand', doi
  46. (2007). Multiple Roles of Brands in Business-to-Business Services', doi
  47. (2009). Networks, Propinquity, and Innovation in Knowledge-Intensive Industries', doi
  48. (2009). Novelty and New Firm Performance: The Case of Employment Systems in Knowledge-Intensive Service Organizations', doi
  49. (2011). Organizational Dynamics and Complexities of Corporate Brand Building-A Practice Perspective', doi
  50. (2006). Professional Service Firms, doi
  51. (2005). Qualitative Case Studies'
  52. (2000). Qualitative Methods doi
  53. (1990). Qualitative Research : Analysis Types and Software Tools, doi
  54. (2005). Qualitative Research in Marketing: Road-Map for a Wilderness of Complexity and Unpredictability', doi
  55. (2003). Revealing the Corporation : Perspectives on Identity, Image, Reputation and Corporate Branding, London ; doi
  56. (2000). Social Identity and the Problems of Loyalty in Knowledge-Intensive Companies', doi
  57. (2007). Sources of Brand Benefits in ManufacturerReseller B2B Relationships', doi
  58. (2006). Student Engineers and Engineer Identity: Campus Engineer Identities as Figured World', doi
  59. (2004). Successful Branding of a Commodity Product: The Case doi
  60. (2008). Systems Constellations: A Better Way to Identify Branding Opportunities?', doi
  61. (2008). Taking Brand Initiative: How Companies can Align Strategy, Culture, and Identity through Corporate Branding, doi
  62. (1999). The Acid Test of Corporate Identity Management™', doi
  63. (2003). The Criteria for Successful Services Brands', doi
  64. (2003). The Cycles of Corporate Branding: doi
  65. (2004). The Power of Emotion: Brand Communication in Business-to-Business Markets', doi
  66. (2003). The Professional Partnership: Relic Or Exemplary Form of Governance?', doi
  67. (2007). The Role of Corporate Brand Image in the Selection of New Subcontractors', doi
  68. (2007). The Role of Internal Branding in the Delivery of Employee Brand Promise', doi
  69. (2003). The Six Conventions of Corporate Branding', doi
  70. (2006). The Surpluses and Shortages in Business-to-Business Marketing Theory and Research', doi
  71. (2009). Towards an Identity-Based Brand Equity Model', doi
  72. (2002). Why do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding', doi
  73. (2007). Winning Hearts and Minds: Business-to-Business Branding and the Role of the Salesperson', doi

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.