Burghausen, Mario (2024) Corporate Brand. In: Encyclopedia of Corporate Communication. Edward Elgar, Cheltenham, pp. 120-130. ISBN 978 1 80220 086 7. Official URL: http://doi.org/10.4337/9781802200874.ch19
Burghausen, Mario (2024) Corporate Brand. In: Encyclopedia of Corporate Communication. Edward Elgar, Cheltenham, pp. 120-130. ISBN 978 1 80220 086 7. Official URL: http://doi.org/10.4337/9781802200874.ch19
Burghausen, Mario (2024) Corporate Brand. In: Encyclopedia of Corporate Communication. Edward Elgar, Cheltenham, pp. 120-130. ISBN 978 1 80220 086 7. Official URL: http://doi.org/10.4337/9781802200874.ch19
Abstract
This entry defines and outlines the concept of the corporate brand, which is the branding of an entire organisation vis-à-vis all its various stakeholders. The presented definition is derived from a synthesis of the major conceptual developments in the literature, encompassing managerial and instrumental views as well as more critical perspectives. Thus, a corporate brand is presented here as an entity that makes an organisation identifiable and distinguishable versus other organisations and actors, enabling stakeholders to symbolically relate to that organisation in a relevant and meaningful way. It is instrumentally contingent and is based on purposively chosen tangible and intangible brand elements (e.g., name, logo, designs, core values, behavioural patterns, cultural associations) that provide a focal point of reference for strategically differentiating, symbolically situating and socio-culturally legitimating the organisation versus other social and institutional actors.
Item Type: | Book Section |
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Additional Information: | This is a draft chapter. The final version will be available in Encyclopedia of Corporate Communication edited by Klement Podnar, forthcoming March 2024, Edward Elgar Publishing Ltd https://doi.org/10.4337/9781802200874.ch19 The material cannot be used for any other purpose without further permission of the publisher, and is for private use only. see https://www.e-elgar.com/author-hub/reuse-of-your-work There is an embargo period of six months from the publisher's publication date |
Uncontrolled Keywords: | Corporate Brand, Corporate Branding, Covenant, Alignment, Co-creation, Stakeholder orientation |
Divisions: | Faculty of Social Sciences Faculty of Social Sciences > Essex Business School Faculty of Social Sciences > Essex Business School > Management and Marketing |
SWORD Depositor: | Unnamed user with email elements@essex.ac.uk |
Depositing User: | Unnamed user with email elements@essex.ac.uk |
Date Deposited: | 06 May 2025 10:37 |
Last Modified: | 06 May 2025 10:37 |
URI: | http://repository.essex.ac.uk/id/eprint/35718 |
Available files
Filename: Corporate Brand_Encyclopaedia of Corporate Communcation_Final_Rev_1.pdf