Corporate branding

Corporate branding “Corporate branding” er en betegnelse for, at hele virksomheden og alle dens produkter brandes under et og samme brandnavn. På engelsk benyttes også udtrykket “branded house” (Aaker & Joachimstaler 2000), som netop signalerer, at det er “huset” eller organisationen, der brandes. Begrebet begyndte for alvor at få opmærksomhed fra midten af 1990erne (Balmer […]

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Forfatter Heidi Hansen
Supplerende læsning

Balmer m.fl. 2017, Hansen 2024, Kornberger 2010, Lury 2004, Mumby 2016, Vásquez m.fl. 2013.

Reference

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Balmer, John M.T. (1995). Corporate branding and connoisseurship. Journal of General Management, 21 (1)

Balmer, John M.T. & Greyser, Stephen A. (2002). Managing the multiple identities of the corporation. California Management Review, 44 (3), s. 72-86

Balmer, John M.T. & Greyser, Stephen A. (2006). Corporate Marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40 (7/8), s. 730-741

Balmer, John M.T.; Powell, Shaun M.; Kernstock, Joachim & Brexendorf, Tim Oliver (2017). Advances in Corporate Branding. London: Springer

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Hansen, Heidi (2021). Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands. London: Routledge

Hansen, Heidi (2024). Branding. Teori, modeller, analyse. Frederiksberg: Samfundslitteratur

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Hatch, Mary Jo & Schultz, Majken (2001). Are the strategic stars aligned for your corporate brand? Harvard Business Review, 79 (2), s. 128-134

Hatch, Mary Jo & Schultz, Majken (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37 (7/8), s. 1041-1064

Hatch, Mary Jo & Schultz, Majken (2008). Taking Brand Initiative: How Companies can Align Strategy, Culture, and Identity Through Corporate Branding. John Wiley & Sons

Hatch, Mary Jo & Schultz, Majken (2009). Of bricks and brands: From corporate to enterprise branding. Organizational Dynamics, 38 (2), s. 117-130

Iglesias, Oriol & Bonet, Eduard (2012). Persuasive brand management: How managers can influence brand meaning, when they are losing control over it. Journal of Organizational Change Management, 25 (2), s. 251-264

Iglesias, Oriol & Ind, Nicholas (2020). Towards a theory of conscientious corporate brand co-creation: The next key challenge in brand management. Journal of Brand Management, 27 (6), s. 710-720

Iglesias, Oriol; Ind, Nicholas & Alfaro, Manuel (2013). The organic view of the brand: A brand value co-creation model. Journal of Brand Management, 20 (8), s. 670-688

Ind, Nicholas; Iglesias, Oriol & Schultz, Majken (2013). Building Brands Together: Emergence and outcomes of co-creation. California Management Review, 55 (3)

Ind, Nicholas; Iglesias, Oriol & Markovic, Stefan (2017). The co-creation continuum: From tactical market research tool to strategic collaborative innovation method. Journal of Brand Management, 24 (4), s. 310-321

Ind, Nicholas & Schmidt, Holger J. (2019). Co-creating Brands: Brand Management from a Co-creative Perspective. London: Bloomsbury

Keller, Kevin Lane (2008). Strategic Brand Management. Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ: Pearson Prentice Hall

Kornberger, Martin (2010). Brand Society: How Brands Transform Management and Lifestyle. Cambridge: Cambridge University Press

Kornberger, Martin (2015). Think different: On studying the brand as organizing device. International Studies of Management & Organization, 45 (2), s. 105-113

Leitch, Shirley & Richardson, Neil (2003). Corporate branding in the new economy. European Journal of Marketing, 37 (7/8), s. 1065-1079

Lury, C. (2004). Brands. The Logos of the Global Economy. London: Routledge

Mumby, Dennis K. (2016). Organizing beyond organization: Branding, discourse, and communicative capitalism. Organization, 23 (6), s. 884-907

Prahalad, C.K. & Ramaswamy, Venkat (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18 (3), s. 5-14

Vásquez, Consuelo; Sergi, Viviane & Cordelier, Benoit (2013). From being branded to doing branding: Studying representation practices from a communication-centered approach. Scandinavian Journal of Management, 29 (2), s. 135-146