Corporate Branding: An Interdisciplinary Literature Review

Purpose: This paper examines how scholarly research on corporate branding has evolved using bibliometric author co-citation analysis of articles published between 1969 and 2008 on corporate branding. Design/methodology/approach: The bibliography was compiled using the ISI Web of Science database. We searched articles published between 1969 and 2008 that used terms in their title related to our research scope. Then we used citation mapping to visualize the relationships between and among key works in the field. Findings: Our search resulted in 264 papers by 412 authors in 150 journals. The field is notably interdisciplinary, with articles published mainly in business, management, architecture, arts and communications disciplines. We found three main approaches to corporate branding research (internal, transactional, external) with seven core research streams: (1) product, service and sponsorship evaluation; (2) corporate and visual identity; (3) employment image and application; (4) corporate crime; (5) financial performance; (6) brand extension; and (7) corporate image. We also identified emerging fields such as corporate branding combined with corporate social responsibility. Research limitations: This research is limited by the database and the terms used for the search. Self-citations were also included. We used citation mapping and content analysis to identify core research streams. Originality/value: The article is singular in using bibliometrics by means of author co-citation analyses to identify, analyze and visualize key articles about corporate branding in the last 40 years. The results demonstrate the impact of selected institutions, journals, and key articles and authors on the research field

Corporate branding and value creation for initiating and managing relationships in B2B markets

Purpose This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in three questions: (1) what are the main constituents of a corporate brand; (2) how does a corporate brand generate tangible and intangible brand value for their business customers; and (3) how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies? Design/methodology/approach The study adopts a qualitative multiple case study design by using archival data, and both in-depth telephone and online interviews with senior representatives of the case study companies to investigate corporate branding and associated issues in a B2B context. Findings From a managerial perspective, this study reveals that corporate business culture, brand relationships, products, and corporate identity and personality as the main constituents of a corporate brand in a B2B context. The results show that a corporate brand can generate intangible and tangible brand value benefits for business customers. The findings also note the importance of the brand value in enhancing relationship initiation. Originality/value The study contributes to the branding literature by developing a conceptual model that explains the development and role of the corporate brand in a B2B context with its associated value creation and brand management outcomes. The findings advance brand management literature on business relationships, which addresses a gap in B2B contexts rather than mainly about product brand management and value creation in B2C contexts

Globalization Strategy of Emerging Chinese MNCs - A Case Study of Haier Group

Abstract In recent years, the rise of emerging market multinational corporations (MNCs) has captured much attention in the field of international business. After entering into the World Trade Organization (WTO), Chinese multinational corporations (MNCs) are trying to build their globalization strategies to meet the challenges. This paper is summarized as follows. The first chapter gives an overview of the paper including the purpose and the methodology used in the paper. This paper aims at analyzing the globalization strategies taken by emerging Chinese multinational corporations (MNCs), especially the global branding strategy. Haier Group, China's largest home appliance brand and one of the world's leading white goods home appliance manufacturers, is taken as the case study. The second chapter firstly shows the rise of Chinese multinational corporations (MNCs) in the world marketplace. Taking the chance of entering the World Trade Organization (WTO), more and more Chinese multinational corporations (MNCs) are making their way on the world stage. Then the motive and development models of globalization strategy for Chinese multinational corporations (MNCs) are analyzed. New market, raw material and advanced technology are the main motive of globalization for Chinese multinational corporations (MNCs). The original equipment manufacturer (OEM)/ joint venture (JV), acquisition and green-field investment are the main globalization routes taken by Chinese firms. The third chapter analyzing the globalization strategy of Haier Group is the main part of this paper. In this part, Haier's four strategic phases basing on analyzing its development situation and the changes of market is shown in the first. Then the internal and external forces driving Haier Group puts its globalization strategy into operation are shown. At last we can see the core international marketing strategies of Haier Group including its brand management, global Research and Development (R&D) and foreign investment overseas. Haier, Casarte and Leader are the three big brand of Haier Group, which expand its brand influence and spread its brand belief and value all over the world. To take its global Research and Development (R&D) into practice, Haier Group builds up a global technical cooperation network including wholly independent labs, Research and Development(R&D) unit and cooperative Research and Development(R&D) with universities and research institutes. Establishing joint venture (JV) and merger & acquisition (M&A) overseas is the representative way of Haier Group's foreign investment. In the forth chapter, through analyzing the strength , weakness, opportunity and threats (SWOT) of Haier Group, what the tendency of Haier’s globalization strategy will be is discussed. The last part is the conclusion of this paper. Globalization phase will be full of challenges for Chinese multinational corporations (MNCs). Haier's globalization strategy has achieved global recognition and sustainable development. Chinese firms having a willing to go abroad will get enlightenment from it.Contents Chapter 1: Introduction 3 1.1 The background and purpose 3 1.1.1 The background 3 1.1.2 The purpose 3 1.2 Methodology 3 Chapter 2: Development of Chinese MNCs 4 2.1 The rise of Chinese MNCs in the global marketplace. 4 2.2 Motive of globalization for Chinese MNCs. 8 2.3 Modes of globalization of Chinese MNCs. 11 Chapter 3 : Globalization strategy of Haier 13 3.1 Haier's strategic phases . 13 3.2 Motive of Haier's globalization strategy. 17 3.3 International marketing of Haier 18 3.3.1 Brand management 19 3.3.2 Global R&D 23 3.3.3 Foreign investment overseas 33 Chapter 4: Challenges and prospects for Haier 36 4.1 SWOT analysis of Haier 36 4.2 Tendency of Haier's globalization strategy 39 Chapter 5: Conclusion 40 References: 4

How bloggers use geography to develop online destination image for Malaysian Borneo / Siao Fui Wong, Balvinder Kaur Kler and Stephen Laison Sondoh, Jr.

This paper provides an understanding of how one single brand effectively represents two places drawing from location branding for tourist destinations. How are images and stories within blogs used to create online destination image (ODI)? A qualitative content analysis (QCA) explored a purposive sample of 25 blogs (in English) to evaluate Malaysian Borneo’s image. The QCA indicates that Sabah and Sarawak are identifiable for unique experiences related to three tourism attributes: nature, adventure, and culture (NAC). Specifically, Sabah is known for its iconic orangutan and Sarawak for its wilderness. This paper contributes to the practical and theoretical development of one brand for two destinations in two ways. First, findings indicate it is possible for one brand to be shared by two competing destinations. Findings also propose bloggers use geographical characteristics to produce an induced image because descriptions and experiences focus on the physical, human-environment, and human geography. The findings of this paper provide a solid foundation for future research to explore the role played by bloggers in creating ODI based on geographical characteristics

Luxury fashion flagship hotels and cultural opportunism: The cases of Hotel Missoni Edinburgh and Maison Moschino

This article gives an insight into the phenomenon of brand extension into the hospitality business by Italian luxury fashion labels and conceptualizes it in terms of luxury fashion flagship hotels. Examining the cases of Hotel Missoni Edinburgh and Maison Moschino this article investigates the different ways in which they refer to Italy and its culture. It is argued that within Hotel Missoni Edinburgh and Maison Moschino there are strategies of cultural opportunism at play that are aimed at deploying their Italianicity as a means to strengthen their association with their parent brands and increase their prestige, but also to augment their offerings, maximizing the brand extension potential of those labels. Through a semiotic analysis, it is contended that Hotel Missoni Edinburgh and Maison Moschino capitalize not only on parent brands Missoni and Moschino but also on the positive connotations associated with Italy and its lifestyle, so that they can convey meanings that concern a broader sociocultural context and that revolve around issues of national identity. The hotels portray versions of Italianicity based on different traits but both contribute to the creation of a myth of Italy that involves the commodification of the Italian national identity and promotes its symbolic consumption

Branding Public Universities through Advertising: A Study of Two Public Universities in Ghana

Higher education marketing has become a major avenue for institutions to deliver marketing communication activities. Consequently, research that provides insights into branding has been of importance to academic and management practitioners. The objective of this study was to appraise how UEW and UCC utilise branding and advertising to enhance their brand identities and images. The study adopted a qualitative approach to gather data from respondents at UEW and UCC. Primary data (interviews) and secondary data (letters, reports, newspapers, among others) were relied upon in testing the propositions developed through literature review. The outcome of the study provides support for a service brand identity comprising six facets: physique, personality, relationship, reflection, culture and self-image. The discussion outlines how the findings lend credence to these elements to create a brand identity implied by existing brand identity framework. The data points to positive results for higher institutions which desire to invest and maintain strong brand identity and image given that these facets influence competition. For branding and advertising to effectively promote the image of institutions, a strategically planned branding programme is recommended to attract more constituents. Keywords: branding, advertising, brand, corporate identity systems, Kapferer’s identity prism mode

Insights on Brand Identity Creation of Start-ups in Business Incubators: An Exploratory Research Conducted in Sweden and Macedonia

Title Insights on Brand Identity Creation of Start-ups in Business Incubators: An Exploratory Research Conducted in Sweden and Macedonia Course BUSN 39 Degree Project in Global Marketing, Spring 2013 Authors Aleksandar Joshevski and Lucas Noordhoorn Supervisor Magnus Lagnevik Keywords Brand identity creation, entrepreneurship, business incubators, start-up, Sweden, Macedonia Research Questions In what way do start-ups that are part of business incubators located in Macedonia and Sweden create and build their brand identity? In what way do business incubators influence brand identity creation and building in startups that are located in Macedonia and Sweden? Purpose The purpose of this thesis is to conduct an exploratory study, in order to get a better understanding of brand identity relevance, creation and building across a diverse sample of countries and start-ups. Theory The theoretical framework of the thesis deals with three areas: Entrepreneurship, new ventures and start-ups; Brands, branding and related concepts; and Business incubators. The development of these areas of research is discussed as well as the relevance to this study. Method This study is an exploratory research using a constructionist ontological approach. Semi-structured interviews are aimed at gaining an in-depth understanding of the analyzed sample. However, this qualitative method technique is subjective and non-quantifiable. Conclusion The creation of a brand identity can be an extremely valuable tool in the creation a financially viable company according the previously conducted research. Arguably, this holds for start-ups in business incubators as well. This study concludes that not enough importance or efforts are placed in the establishment of brand identity as a priority for start-ups

Rebranding: The Effect of Team Name Changes on Club Revenue

Research question: The purpose of this study is to explore the financial effect of four types of team name changes, three of which have not been previously studied. We do so in the context of development leagues where rebranding occurs with considerable frequency, thus affecting a great number of sport managers. Research methods: The effect of rebranding on club revenue was derived by combining the results of two analyses. The first used an economic demand equation to examine the attendance variations of 475 Minor League Baseball teams in 244 cities in the United States and Canada between 1980 and 2011 that engaged in one (or more) of four different types of name changes. The second examined changes in merchandise sales after a rebranding effort. Results and Findings: The results indicate that development teams fail to derive financial gains from adopting the names of their major league parent clubs. Instead, teams that abandon unique local names see large attendance decreases suggesting that local names generate greater brand awareness and brand image than their major league counterparts. The largest merchandise gains are generated by teams that adopt new, local names. Implications: These findings further our understanding of the outcomes of brand management and rebranding efforts by acknowledging that former and future names have varying levels of brand equity that have real effects on consumer purchasing behaviors and subsequent financial gains and losses

An exploratory study of customer responses to complaint Web sites

While the Web is allowing companies to increase their reach, some of their customers are also using the Web as a broad-reaching complaint forum. These complaint Web sites have the potential to reach as many viewers as the companies’ own sites. The current study examines how these sites affect on three outcome variables - future business intentions, negative word-of-mouth intentions, and referral intentions. The results indicate that the perceived credibility of the comments on the complaint site was a major determinant for all three outcomes. Product importance, attractiveness of alternatives, complaint site knowledge level, and company loyalty had impacts on one or more of the outcome variables