Brand, Identity and Reputation: Exploring, Creating New Realities ...

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The implication of this evolutionary process for brands is explored. For a brand wishing to maintain a relationship with a group of mavens with specifically sought after unbroken social ties, there must be anticipation of eventual ‗shifting‘. The brand must be prepared to shift with the maven reaching them within their new community even if this means moving and integrating the brand with the maven‘s new community. This type of shifting behaviour can present a considerable opportunity for brands planning to expand beyond their present market. By targeting mavens with shifting behaviour that is complimentary to market expansion plans a gateway into these new communities can be found. In contrast to following the maven to a new community the brand may wish to maintain contact with the current community for strategic reasons. The results of this research indicate that such brands must recognise that the mavens they are presently in contact with will likely evolve out of this community at some point. By understanding the life cycle of mavens, and the critical role of socialisation and control in their behaviour, the next generation of mavens can be identified and targeted so that sustainable access can be maintained within the present community. References 1. Brancaleone, V., & Gountas, J. (2006). Personality Characteristics of Market Mavens. Advances in Consumer Research, 34, 522. 2. Elliott, E., Watson, A. J., & Harries, U. (2002). Harnessing expertise: involving peer interviewers in qualitative research with hard-to-reach populations. Health Expectations, 5(2), 172–178. 3. Feick, L. F., & Price, L. L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51, 83-97. 4. Goulding, C., & Shankar, A. (2004). Age is just a number: Rave culture and the cognitively young "thirty something". European Journal of Marketing, 38(5/6), 641-658. 5. Hazelwood, E., Lawson, R., & Aitken, R. (2009). An essential guide to audience development. Marketing Intelligence & Planning, 27(6), 789- 804. 6. Silverman, D. (2006). Interpreting Qualitative Data: Methods for Analysing Talk, Text and Interaction: Methods for Analyzing Talk, Text and Interaction (3 ed.). London: Sage Publications. 7. Walsh, G., Gwinner, K. P., & Swanson, S. R. (2004). What makes mavens tick? Exploring the motives of market mavens' initiation of information diffusion. The Journal of Consumer Marketing, 21(2), 109-122. 8. Warner, B. D., Beck, E., & Ohmer, M. L. (2010). Linking informal social control and restorative justice: moving social disorganization theory beyond community policing. Contemporary Justice Review, 13(4), 355-369. 118
Exploring the relationship between corporate, internal and employer branding – An Empirical Study Ranis Cheng, Nottingham Trent University, U.K. Carley Foster, Nottingham Trent University, U.K. Khanyapuss Punjaisri, Univerisity of Hull, U.K. Introduction Employees are considered the most important factor to the overall success of corporate brand management, as King (1991) advocates that employees are the interface between the organisation and customers. The importance of ‗employer branding‘ has been highlighted (Ambler and Barrow, 1996; Edwards, 2005); however the interrelationships between the corporate branding, internal branding and employer branding have not been fully explored in the corporate branding literature. This study investigates how these three concepts are linked in practice and examines how internal and employer branding could work together to reinforce the corporate brand in the U.K. Higher Education sector, specifically a School within a UK university. The corporate branding concept places an emphasis on employees‘ attitudes and behaviours. This has given rise to internal branding and employer branding, which argue for a closer alignment between the employees‘ values and the corporate brand‘s. However, few studies have attempted to provide a platform by which the two concepts can be synergised to achieve a strong, consistent corporate brand. In previous work, the authors have attempted to address this gap through the development of a new conceptual framework based on existing literature which argues for closer conceptual alignment between corporate branding, internal branding and employer branding. This paper has developed this conceptual framework by providing empirical evidence based on qualitative research. The research was set out to explore, using a case study, the extent to which this conceptual framework can be applied to an organisation. The paper will discuss the preliminary findings of 15 in-depth interviews with employees and managers of a University faculty. It provides insights into how corporate branding, employer branding and internal branding can be aligned and applied into the not-for-profit business setting. Research Context Corporate identity reflects the values that are central to a corporate brand. Therefore, corporate identity forms the foundation of a corporate brand (Balmer, 2001). The aim of corporate branding is to deliver values which attract key stakeholders to the organisation so that they can develop a sense of belonging to the organisation (Hatch and Schultz, 2003). However, the interrelationships between corporate branding, internal branding and employer branding have not been explored sufficiently in the existing literature (Foster et al., 2010). Existing corporate branding literature tends to focus on the internal audience. Authors have emphasised the importance of employee involvement (de Chernatony and Harris, 2001) to ensure the consistent delivery of brand values to stakeholders. Employees are considered the ambassadors for their organisation. Internal branding has been used as a means of aligning the values of employees and the corporate brand (Reichheld and Rogers, 2005). By delivering the consistent corporate brand messages to all stakeholders, internal branding enables organisations to differentiate themselves and achieve competitive advantage (de Chernatony and Harris, 2001). However, internal branding has its focal point on existing employees; it has not sufficiently explored the recruitment of the ‗right‘ people in the first place. The external perception of the corporate brand has tended to focus on customers‘ opinions. Therefore, research on the internal branding perspective has not adequately explored the opinions of the prospective employees who play an important role in corporate brand management, as Ind (1998) states that the recruitment of the ‗right‘ people could contribute to the corporate brand development. Employer branding can play a role in this and has been defined as a process of ‗promoting, both within and outside the firm, a clear view of what makes a firm different and desirable as an employer‘ (Backhaus and Tikoo, 2004, p.120). Employer value propositions about the employment experience have been discussed in the literature; however, studies on how internal branding could impact on staff recruitment are still scant. Hence, this study aims to address the gap in knowledge by exploring the relationship between internal branding, corporate branding and employer branding. The research questions of this study are as follow: How effectively are the School‘s brand values communicated internally? How effectively are the School‘s employer brand values communicated externally? To what extent are the internal brand values and external employer brand values of the School aligned to the School‘s and University‘s corporate brand? Research Design A qualitative research approach has been adopted for this study due to the exploratory nature of the topic and the apparent complicated relationship between corporate, employer and internal branding. A case study approach was used with one University faculty in the U.K. being selected for this context. Fifteen in-depth semi-structured interviews were carried out with the existing staff within the School. Each interview lasted approximately an hour. The participants were selected according to the 5 key functions within the university; these were research, commercial, teaching, managerial and administrative. The themes explored in the interviews are related to corporate branding, internal branding and 119
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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Page 71 and 72: Keywords Brands, marketing, meaning
Page 73 and 74: How Important is the Brand Name Ele
Page 75 and 76: References 1. Aaker, D. (1991). Man
Page 77 and 78: Simon Cowell and Branding the X Fac
Page 79 and 80: Dead or Living: Which Celebrity To
Page 81 and 82: Reference 1. Bagozzi, R.P. & Yi, Y.
Page 83 and 84: has been adopted and within this an
Page 85 and 86: Organizational Factors Contributing
Page 87 and 88: examine and reconcile existing lite
Page 89 and 90: Effects of Corporate Social Respons
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Page 93 and 94: 1989). But if the information avail
Page 95 and 96: An Inquiry into Corporate Heritage
Page 97 and 98: 3. Balmer, J. M. T., & Greyser, S.
Page 99 and 100: Research questions and methodology
Page 101 and 102: Building Corporate Reputation: A Di
Page 103 and 104: Session 3.1 Financial vs. Consumer-
Page 105 and 106: For indicating brand equity, one of
Page 107 and 108: Financial Brand Valuation: an exper
Page 109 and 110: Figure 1 Religiously Motivated Cons
Page 111 and 112: I Don‘t Like It! - Understanding
Page 113 and 114: Session 3.2 Advertising Agency Empl
Page 115 and 116: applications of the Repertory Test
Page 117: The Life Cycle of Mavens Lynne Free
Page 121 and 122: internal branding process. Internal
Page 123 and 124: proper branding strategy. With the
Page 125 and 126: Profiling the Image of Urban Busine
Page 127 and 128: Finally, the paper confirms the cau
Page 129 and 130: Table 3 Image differences according
Page 131 and 132: associated with the brand‖ (Aaker
Page 133 and 134: Figure 1 - Number of adjectives sel
Page 135 and 136: Figure 5 - Main attributes of a gol
Page 137 and 138: Empirical Studies For both studies,
Page 139 and 140: Figure 2: Perception of the City of
Page 141 and 142: Co-branding places? Andrea Lucarell
Page 143 and 144: 12. Lucarelli, A., & Berg, P. O. (2
Page 145 and 146: the place brands, as has been showe
Page 147 and 148: Session 3.4 Innovation and Entrepre
Page 149 and 150: The interviews were conducted in th
Page 151 and 152: Country-of-Origin Effects on Brand
Page 153 and 154: 7. Kaynak, E., Kucukemiroglu, O. &
Page 155 and 156: Results The demographic profile ind
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Page 159 and 160: Plenary Session 2 Brand Performance
Page 161 and 162: Uncles, M.D. & Kwok, S. (2008). Gen
Page 163 and 164: Brand Management Framework Empirica
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
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Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Brand Hypocrisy Sanne Frandsen, Cop
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Table 1: Empirical Findings Theory
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Brand Governance in Social Networki
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Determinants Brand Orientation Va
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When Individual Experience becomes
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Impact of Storytelling on Consumer
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The Role of Communication in Establ
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Culture‘s Influence on Consumer P
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+ Top-Down Dynamic between Luxury F
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Segmenting McDonalds: Measuring Bra
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A simple eyeballing of the segment
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Segment 2 Segment 3 Segment 4 235
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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