“The role of corporate branding in market driving strategy”
Author
Summary, in English
Abstract
Purpose – The aim of this paper is to examine the relationship between corporate branding and
market driving. This is achieved by focusing on key dimensions of brand identity such as brand
values and staff behaviours, while acknowledging the role of vision and organisational culture.
The links between these brand constituents and the actual activities of the firm in a market are
explored through interactions with stakeholders.
Design/methodology/approach – This research is based on an in-depth case study of IKEA at a
corporate level and its local market activities in Russia. The single-case approach is used to generate
insights into how corporate branding is related to market driving practices and to identify the
mechanisms of market driving in the Russian market.
Findings – The corporate brand provides a further source of the “leap” in customer value recognised
as a requirement for a market driving approach. Through a case study of IKEA in Russia it is shown
that the core values of the brand guide both the behaviour and activities of internal stakeholders and
the relationships with external stakeholders, and the interactions between the corporate “global” brand
values and local market level activities are explored.
Originality/value – The paper provides insights on the role of a corporate brand as a driving force
of market driving from a broad stakeholder perspective.
Keywords Corporate branding, Brands, Marketing strategy, Russia
Paper type Conceptual paper
Purpose – The aim of this paper is to examine the relationship between corporate branding and
market driving. This is achieved by focusing on key dimensions of brand identity such as brand
values and staff behaviours, while acknowledging the role of vision and organisational culture.
The links between these brand constituents and the actual activities of the firm in a market are
explored through interactions with stakeholders.
Design/methodology/approach – This research is based on an in-depth case study of IKEA at a
corporate level and its local market activities in Russia. The single-case approach is used to generate
insights into how corporate branding is related to market driving practices and to identify the
mechanisms of market driving in the Russian market.
Findings – The corporate brand provides a further source of the “leap” in customer value recognised
as a requirement for a market driving approach. Through a case study of IKEA in Russia it is shown
that the core values of the brand guide both the behaviour and activities of internal stakeholders and
the relationships with external stakeholders, and the interactions between the corporate “global” brand
values and local market level activities are explored.
Originality/value – The paper provides insights on the role of a corporate brand as a driving force
of market driving from a broad stakeholder perspective.
Keywords Corporate branding, Brands, Marketing strategy, Russia
Paper type Conceptual paper
Department/s
Publishing year
2008
Language
English
Pages
941-965
Publication/Series
International Journal of Retail & Distribution Management
Volume
36
Issue
11
Document type
Journal article
Publisher
Emerald Group Publishing Limited
Topic
- Business Administration
Keywords
- Corporate branding
- Brands
- Russia
- Marketing strategy
Status
Published
ISBN/ISSN/Other
- ISSN: 0959-0552