The BP Deepwater Horizon débâcle and corporate brand exuberance

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Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands

The notion of heritage branding orientation is introduced and explicated. Heritage branding orientation is designated as embracing both product and corporate brands and differs from corporate heritage brand orientation which has an explicit corporate focus. Empirical insights are drawn from an in-depth and longitudinal case study of Ach. Brito, a celebrated Portuguese manufacturer of soaps and toiletries. This study shows how, by the pursuance of a strategy derived from a heritage branding orientation Ach. Brito – after a prolonged period of decline – achieved a dramatic strategic turnaround. The findings reveal how institutional heritage can be a strategic resource via its adoption and activation at both the product and corporate levels. Moreover, the study showed how the bi-lateral interplay between product and corporate brand levels can be mutually reinforcing. In instrumental terms, the study shows how heritage can be activated and articulated in different ways. For instance, it can re-position both product and/or corporate brands; it can be meaningfully informed by product brand heritage and shape corporate heritage; and can be of strategic importance to both medium-sized and small enterprises

Corporate identity: definition and components

This chapter provides a systematic review of the identity literature and reviews a range of literature in order to establish the domain of corporate identity and the related concepts. Then, the intrinsic nature of identity and background is shown by examining the growing interest in the evolution of perspectives in the corporate identity field. Also, it examines corporate identity in relation to a number of different strands of established studies and identify the key concepts related to corporate identity management by drawing insights from the main theoretical paradigm

The corporate brand and strategic direction: Senior business school managers’ cognitions of corporate brand building and management

This revelatory study focuses on top Financial Times (FT) ranked British business school managers cognitions of corporate brand building and management. The study insinuates there is a prima facie bilateral link between corporate branding and strategic direction. Among this genus of business school, the data revealed corporate brand building entailed an on-going concern with strategic management, stakeholder management, corporate communications, service focus, leadership, and commitment. These empirical findings, chime with the early conceptual scholarship on corporate brand management dating back to the mid-1990s. These foundational articles stressed the multi-disciplinary and strategic nature of corporate brand management and stressed the significant role of the CEO. As such, this research adds further credence to the above in terms of best-practice vis-à-vis corporate brand management. Curiously, whilst senior managers espouse a corporate brand orientation, corporate brand management is seemingly not accorded a similar status in the curriculum. Drawing on general embedded case study methodological approach, data was collected within eight leading (FT-ranked) business schools in Great Britain at Oxford, Cambridge, Durham, Bradford, Cranfield, Warwick, Lancaster and City (London) Universities. Each of these eight British business schools can be deemed as ‘top’ business schools by virtue of their inclusion in the influential Financial Times (FT) worldwide list of top business schools. The primary mode of qualitative data collection was the 37 in-depth interviews with business school Deans, Associate Deans and other senior faculty members and other managers

Relationship between corporate identity, place architecture, and identification: an exploratory case study

Purpose – How organizations view, value, and manage their place architecture in relation to identification and corporate identity has received little research attention. The main goal of this paper is to provide an integrative understanding of the relationships between corporate identity, place architecture, and identification from a multi-disciplinary approach. It is assumed that characteristics of the organization and of the way a corporate identity and place architecture are managed will affect employees’ and consumers’ identification. Design/methodology/approach – The paper uses a theory-building case study within the phenomenological/qualitative research tradition. The data were gathered through 15 in-depth interviews with top management who were working at a London-Based Business School. In addition, six focus groups were conducted with a total of 36 academics, and new empirical insights are offered. NVivo software was used to gain insight into the various influences and relationships. Findings – Drawing on one case study, our findings confirm that firms are utilizing the conceptualizations of corporate identity and place architecture, including the leveraging of tangible and intangible forms of consumers’/employees’ identification, towards a university business school. Originality/value – The relationships between corporate identity, place architecture, and identification have received little research attention and have hardly been studied at all from the perspective of this paper. This paper has value to researchers in the fields of marketing, corporate identity, place architecture, design, as well as professionals involved in managing a company’s architecture. Drawing on the marketing/management theory of identity and architecture alignment, managers and policy advisors should devote attention to each element of the corporate identity and place architecture and ensure that they are in meaningful as well as in dynamic alignment

Explicating place identity attitudes, place architecture attitudes, and identification triad theory

Drawing on theories of place identity and social identity, this study explicitly aims to make a theoretical contribution vis-à-vis the internal-stakeholders’ cognitions of place identity attitudes, place architecture attitudes, and identification triad. The research was undertaken within a business school at a time when that school had acquired a new business school building with a distinctive internal architecture. The resultant theoretical framework was based on 309 stakeholder responses, while covariance-based structural equation was used for the data analysis. The findings from the stakeholders' perspectives identify the main components of place identity attitudes and place architecture attitudes. The findings also reveal the importance of place identity attitudes in enhancing place architecture attitudes and stakeholders’ identification. According to the results, there is a relationship between place identity attitudes and identification; corporate visual identity and physical structure and stimuli; and communication and place architecture attitudes. Moreover, certain key implications for place managers and researchers are highlighted

Simultaneous imaging of the near- and far-field intensity distributions of the Ni-like Sn X-ray laser

We report two-dimensional near-field imaging experiments of the 11.9-nm Sn X-ray laser that were performed with a set of novel Mo/Y multilayer mirrors having reflectivities of up to ∼40% at normal and at 45° incidence. Second-moment analysis of the X-ray laser emission was used to determine values of the X-ray beam propagation factor M2 for a range of irradiation parameters. The results reveal a reduction of M2 with increasing prepulse intensity. The spatial size of the output is a factor of ∼2 smaller than previously measured for the 14.7-nm Pd X-ray laser, while the distance of the X-ray emission with respect to the target surface remains roughly the sam

Preventing “a virological Hiroshima”: Cold War press coverage of biological weapons disarmament

This article examines representations of biological weapons during a crucial period in the recent history of this form of warfare. The study draws on a corpus of newspaper articles from the US New York Times and the UK Times and Guardian written around the time of the negotiation period of the 1972 Biological Weapons Convention, the international treaty banning this form of warfare. We argue that a conventional discourse can be found wherein biological weapons are portrayed as morally offensive, yet highly effective and militarily attractive. Interwoven with this discourse, however, is a secondary register which depicts biological weapons as ineffective, unpredictable and of questionable value for the military. We finish with a somewhat more speculative consideration of the significance of these discourses by asking what might have been at stake when journalists and other writers deployed such differing representations of biological warfare