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

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corporate branding together. A clear insight into the issues that bind these concepts provides researchers with a deeper and useful understanding of the relationship that subsist between core competence and corporate branding. Furthermore, this study will be a useful and valuable resource to academics, researcher and practitioners who seek to develop a good understanding of the role of core competencies in corporate brand building. Additionally, the study provides a useful conceptual and empirical foundation for future research in this field of academic endeavour. Also, it will be a useful resource to researchers (especially new doctoral students) whose work concerns the development of a competence based corporate brand. It will help these students to gain a quick understanding of the debates inherent in this field of study. This study opens with the review of existing literature on core competence and corporate branding. A competence based corporate brand model is developed following the conceptualization of five categories of corporate brand management models. This is followed by the development of a competence based corporate brand model, which promotes a synthesis between the two disciplines; leading to the conceptualization of a new construct – ―competence based brand‖. A definition (based on the conceptualized model) is advanced in the following section to explain the meaning of this new concept. The meaning of this concept is illustrated via the deconstruction of Accenture‘s corporate advertisement entitled ―Plan/Backup Plan‖. This advertisement is interpreted using Barthes‘s (1967, 1973, 1988) influential (Phillips and Brown, 1993) semiotic method. References 1. Aaker, D. (1996), Building strong brands, The Free Press, New York, NY. 2. Balmer, J.M.T. (2001a), ―The three virtues and seven deadly sins of corporate brand management‖, Journal of General Management, Vol. 27 No. 1, pp. 1-17. 3. Balmer, J.M.T. (2001b), ―From the pentagon: a new identity framework‖, Corporate Reputation Review, Vol. 4. No. 1, pp. 11-22. 4. Balmer, J.M.T. (2002), ―Preface: corporate identity: crossing the Rubicon‖, International Studies of Management and Organization, Vol. 32 No. 4, pp 123-124. 5. Barthes R. (1967), Elements of semiology. trans. by A. Lavers and C. Smith, New York, Hill and Lang. 6. Barthes R. (1973), Elements of semiology, A. Lavers and C. Smith, translators, New York, Hill and Lang. 7. Barthes R. (1988), Camera lucida, Fontana, London. 8. Christenssen, L.T. and Askegaard, S. (2001), ―Corporate identity and corporate image revisited-a semiotic perspective‖, European Journal of Marketing, Vol. 35 Nos. 3/4, pp. 292-315. 9. Cornelissen, J.P., Haslam, S.A. and Balmer, J.M.T. (2006), ―Social identity, organisational identity and corporate identity: towards an integrated understanding of processes, patternings and products‖, British Journal of Management, Vol. 18, pp. 1–16. 10. Cornelius, N., Tassabehji, R. and Wallace, J. (2007), ―An analysis of corporate social responsibility, corporate identity and ethics in business schools‖, Journal of Business Ethics, Vol. 76 No. 1, pp. 117-135. 11. de Chernatony, L. and Dall‘Olmo Riley, F. (1999), ―Experts‘ views about defining services brands and the principles of services branding‖, Journal of Business Research, Vol. 46 No. 2, pp. 181-92. 12. de Chernatony, L. and Segal-Horn, S. (2003), ―The criteria for successful services brands‖, European Journal of Marketing, Vol. 37 No. 7/8, pp. 1095-1118. 13. de Chernatony, L. (2001), From Brand Vision to Brand Evaluation, Butterworth-Heinemann, Oxford. 14. Harris, F. and de Chernatony, L. (2001), ―Corporate branding and corporate brand performance‖, European Journal of Marketing, Vol. 35, pp. 441-57. 15. Hatch, M.J. and Schultz, M. (2003), ―Bringing the corporation into corporate branding‖, European Journal of Marketing, Vol. 37 No. 7/8, pp. 1041-1064. 16. He H. and Balmer, J.M.T. (2007), ―Identity studies: multiple perspectives and implications for corporate-level marketing‖, European Journal of Marketing, 41 No 7/8, pp. 765-785. 17. Ind, N. (1996), The corporate brand, Macmillan, London. 18. Keller, K.L. (2000), ―Building and managing corporate brand equity‖, in Schultz, M., Hatch, M.J. and Larsen, M.H. (Eds), The Expressive Organisation – Linking Identity, Reputation, and the Corporate Brand, Oxford University Press, Oxford. 19. King, S. (1991), ―Brand building in the 1990s‖, Journal of Marketing Management, Vol. 7 No. 1, pp. 3-13. 20. Leitch, S. and Richardson, N. (2003), Corporate branding in the new economy, European Journal of Marketing, Vol. 37 No. 7/8, pp. 1065-1079. 21. Melewar, T.C. and Karaosmanoglu, E. (2006), ―Seven dimensions of corporate identity: a categorization from the practitioners‖, European Journal of Marketing, Vol. 40 No. 7/8, pp. 846-869. 22. Melewar, T.C. (2003), ―Determinants of the corporate identity construct: a review of literature‖, Journal Marketing Communications, Vol. 9 No. 3, pp. 195-220. 23. Mukherjee, A. and He, H. (2008), Company identity and marketing: an integrative framework, Journal of Marketing Theory and Practice, Vol. 16 No. 2, pp. 111-125. 24. Olins, W. (2000), ―Why brands are taking over the corporation‖, in Schultz, M., Hatch, M.J. and Larsen, M.H. (Eds), The Expressive Organization – Linking Identity, Reputation, and the Corporate Brand, Oxford University Press, Oxford. 25. Otubanjo, B. O. and Melewar, T.C. (2007), ―Understanding the meaning of corporate identity: a conceptual and semiological approach‖, Corporate Communications: An International Journal, Vol. 12 No. 4, pp.414-432. 26. Phillips, N. and Brown, J.L. (1993), ―Analysing communication in and around organisations: a critical hermeneutic approach‖, Academy of Management Journal, Vol. 36 No. 6, pp. 1547-1576. 27. Suvatjis, J. Y. and de Chernatony, L. (2005), ―Corporate identity modelling: a review and presentation of a new multi-dimensional model‖ Journal of Marketing Management, Vol. 21 No. 7, pp. 809-834. 28. Uggla, H. (2006), ―The corporate brand association base: a conceptual model for the creation of inclusive brand architecture‖, European Journal of Marketing, Vol. 40 Nos 7/8, pp. 785-802. 29. Urde, M. (2003), ―Core value-based corporate brand building‖, European Journal of Marketing, Vol. 37 No. 7/8, pp. 1017-1040. 294
Session 12.4 Special Session Topic: Co-construction of Brand Meaning Christine Vallaster, University of Liechtenstein Adam Lindgreen, University of Cardiff, U.K. Brand Meaning Co-Creation of Newcomers: A Founder‘s Perspective Christine Vallaster, University of Liechtenstein Sylvia von Wallpach, Innsbruck University, Austria 295
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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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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
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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
Page 243 and 244: Table 1: Description of the cigaret
Page 245 and 246: Exploring differences in product at
Page 247 and 248: Based on the results some general c
Page 249 and 250: Data was collected by independent j
Page 251 and 252: Sonic branding: A review of literat
Page 253 and 254: How is green seen? Exploring the im
Page 255 and 256: were in evidence. The inability to
Page 257 and 258: Generally speaking, people use exte
Page 259 and 260: How Retail Banks Use Atmosphere to
Page 261 and 262: Actually, we don‘t feel constrain
Page 263 and 264: Introduction Reputation and Financi
Page 265 and 266: Chun, R. & Davies G. (2009). Employ
Page 267 and 268: Identity, Reputation and Organizati
Page 269 and 270: Introduction Factors Affecting Bran
Page 271 and 272: A quiet important approach then bec
Page 273 and 274: 27. Gentry, C.R., ―Building on Br
Page 275 and 276: Together these issues have resulted
Page 277 and 278: elations. If the contact persons tr
Page 279 and 280: How do you Really Know? Exploring B
Page 281 and 282: Originality/value The psychology li
Page 283 and 284: asked ―did you see any of these c
Page 285 and 286: expressivity (Ω experts = 0,96 p
Page 287 and 288: Next are brand associations, also r
Page 289 and 290: Table 1: Selection of variables, it
Page 291 and 292: Special Session Issues in Brand Gov
Page 293: A Competance based Brand: Meaning a
Page 297 and 298: Brand Meaning Co-Creation of Newcom
Page 299 and 300: Leonor Vacas de Carvalho, Évora Un
Page 301: Ronaldo Schutz, University of the A
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