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Uncovering the corporate brand's core values

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Author

Summary, in English

Purpose - This paper aims to describe the uncovering of a corporate brand's core values and implications for strategic management of its track record. Design/methodology/approach - The paper examines the specific track records of Volvo, IKEA, IBM, and Scanpump, focusing on core values and how they evolve. Based on multiple sources of evidence, the track records of the case companies emerge as patterns of values that are: perceived externally by customers and non-customer stakeholders; and rooted internally within an organisation. Findings - Four categories of core values emerge, termed true, aspirational, potential, and hollow. Originality/value - The Core Value Grid is proposed as a managerially useful model on "how to build true values and avoid hollow values". In principle, a corporate brand cannot be stronger externally than it is internally. Rooted core values with track records supporting a brand promise represent the essence of a corporate brand, guiding internal and external corporate brand building and management. The foundation of a corporate brand risks being undermined by hollow core values and empty promises.

Publishing year

2009

Language

English

Pages

616-638

Publication/Series

Management Decision

Volume

47

Issue

4

Document type

Journal article

Publisher

Emerald Group Publishing Limited

Topic

  • Business Administration

Keywords

  • Corporate branding
  • Companies
  • Resources

Conference name

10th Symposium of the International-Corporate-Identity-Group

Conference date

0001-01-02

Status

Published

ISBN/ISSN/Other

  • ISSN: 0025-1747