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Corporate Brand Positioning – A Process Perspective

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Author

  • Christian Koch

Summary, in English

The purpose of this paper is to explore the process of positioning a corporate brand in the context of a global industrial organization. A process-focused single case study helped to generate detailed qualitative data to understand how management activities and choices in positioning the corporate brand occurred over time. The paper offers two main contributions: (1) It identifies seven stages of corporate brand positioning, representing crucial management activities and choices; (2) It apprehends corporate brand positioning as a complex process in need to be managed, coordinated and integrated across multiple levels within the organization. The context of a decentralized global industrial organization also contributes to the growing and needed understanding of corporate brand management in business markets. From a managerial perspective, the study contributes by highlighting barriers of change and actions that enable successful completion of corporate brand positioning.

Publishing year

2014

Language

English

Document type

Conference paper

Topic

  • Business Administration

Keywords

  • Corporate brand positioning
  • Brand positioning
  • Brand management
  • Corporate branding
  • Process
  • Strategic change
  • Industrial corporate brand

Conference name

9th Global Brand Conference

Conference date

2014-04-09 - 2014-04-11

Conference place

Hertfordshire Business School Hatfield, Hertfordshire, United Kingdom

Status

Published