Showing papers on "Employer branding published in 2006"

The importance of corporate brand personality traits to a successful 21st century business

Abstract: Brand personality has been defined as the human characteristics or traits that can be attributed to a brand. Corporate brand personality is a form of brand personality specific to a corporate brand. Unlike a product brand personality that typically relates to consumers and user imagery for a specific product brand, a corporate brand personality can be defined in terms of the human characteristics or traits of the employees of the corporation as a whole. A corporate brand personality will reflect the values, words, and actions of all employees of the corporation. A successful 21st century firm must carefully manage its corporate brand personality. The three core dimensions of corporate brand personality and two traits for each dimension that are crucial for marketplace success are outlined as Passionate and Compassionate (Heart), Creative and Disciplined (Mind) and Agile and Collaborative (Body). These traits have an interactive effect such that the effects of one trait can be enhanced by the existence of another.

From destination brand to location brand

Abstract: Destination marketing organisations, often with government support, have traditionally been responsible for promoting their respective locations. A number of authors are now suggesting a review of this responsibility. The claim is that destination marketing and the destination brand have the limitation of being tourism focused only and often preclude major stakeholders in a location. The more holistic approach of location or place brand management is gaining interest. The aim of this paper is to identify the literature calling for reform of destination marketing practices as well as the growing body of literature addressing location brand management. A distinction between destination brand and location brand is made, followed by the identification of potential areas of research relevant to the brand management of locations.

The evolution of brand choice

Abstract: The purpose of this study is to trace key developments in the evolution of consumer brand choice. Based upon the critical and in-depth literature review, several salient issues are identified. Today's consumer can be characterised as suffering from ‘over choice’ and choice fatigue. As a consequence, consumers have developed phased decision-making strategies in order to simplify their decision making. An integral component of these phased decision-making strategies is the formation of a downsized subset of brands, the consideration set, from which brand choice is made. Of those brands held within the consideration set, similarities in terms of brand attributes have prompted brand image as the significant differentiator in facilitating choice. It is evident that brands must develop an emotional and symbolic attachment with consumers if they are to succeed in today's highly competitive marketplace. Brand managers must recognise that it is through the manipulation and moulding of brand image that truly meaningful differentiation and brand meaning can be achieved. The main contribution of the paper lies in the exploration of brand image. Brand image is viewed as a multi-dimensional construct — the key dimensions of heritage and authenticity have been identified as pivotal determinants of brand success.

Communicating brand personality: Are the websites doing the talking for the top South African Business Schools?

Abstract: This study extends the conceptualisation and measurement of brand personality to the online environment. We contend that websites are an important element of corporate identity management in today's competitive environment. We investigated the websites of South African Business Schools in order to find out what brand personality each school features. Our multistage methodology revealed a measure of business school brand personality that to some extent portrays the dimensions Aaker postulated. This study illustrates a powerful, but simple and relatively inexpensive way business school managers can study communicated brand personality. The results also offer new ways for business schools (and other organisations) to strengthen their brand and market position in a competitive environment. It also is a relatively simple way to differentiate their school in the crowded MBA education marketplace.

Communicating Brands Through Engagement with “Lived” Experiences

Abstract: As the recent years saw the rapidly decreasing effectiveness of traditional brand communications, event-marketing has emerged as a new breed of communication strategy, which involves target audiences as active participants on a behavioural level. By using a participatory case study method, this paper demonstrates the nature, scope and benefits of event-marketing in differentiating and enhancing customer–brand relationships in relation to a German university. The study concludes that event-marketing facilitates customer engagement with the brand through informal dialogues and personal first-hand brand experiences. Implications for managers are discussed and avenues for further research offered.

Environmental influences in corporate brand identification and outcomes

Abstract: Integrating elements of social identity theory with the literature on branding, we propose and empirically evaluate a model of corporate branding. The model addresses key antecedents and consequences of brand identification (ID). Results from a survey of college sports fans indicate that the degree to which an individual identifies with an entity is influenced by significant others’ view of the entity and physical proximity to the entity. ID with an entity affects the individual's self-esteem and also influences their likelihood of acquiring symbols associated with the entity either for personal use or as gifts for others.

Using internal marketing to ignite the corporate brand: The case of the UK retail bank industry

Abstract: Starting from the premise that there are critical issues that should drive brand success, the way the UK retail banking industry has sought to build and sustain a strong brand by launching an internal marketing (IM) programme throughout its branch network was investigated. The discussion sheds light on the themes of branding in the financial services industry and the relationship between IM and branding. The study was qualitative and exploratory in nature since the aim was to explore employees’ views and experiences of IM within 35 business units that were part of the branch network of seven UK retail banks. The researchers collected data from 35 business units from seven UK retail banks. After a presentation of the research methods that underpin the study, the findings of the study with respect to four core themes that have emerged from the data as constitutive of IM are presented, namely: (1) internal customers, (2) training and education, (3) quality standards and (4) rewards systems. One can conclude that these four themes are enacted on a constant basis in order to construct a certain sort of organisational reality, one that sets the foundation on building and sustaining a strong corporate brand by changing the organisational culture to a more ‘people’, service and customer oriented.

The Crown as a corporate brand: Insights from monarchies

Abstract: This paper explores monarchies through a corporate branding lens. It is based on extensive field interviewing of individuals with knowledge and experience in what we (not they) term ‘managing the Monarchy as a brand’, including senior members of the Swedish Royal Court and the Swedish Royal Family. It also draws from literature regarding monarchies across a range of disciplines beyond management; we found no previous brand-related literature on the topic. Our conclusion is that the monarchy, as an institution, is very much like a corporate brand, including amenability to being managed in a manner analogous to that for a corporate brand, especially one with a heritage.

Important factors to consider when using internal branding as a management strategy: A healthcare case study

Abstract: This research investigates the use of internal branding as both a managerial and communication strategy within an organisational revitalisation process of a major Australian Healthcare provider based in Queensland. At the core of the research is the recognition that the involvement of employees is of critical importance in developing a competitive advantage via an increased performance in terms of customer and market recognition, this approach includes such activities as relationship management. The researchers were provided access to the corporate initiative behind the intervention via interviews with the senior manager responsible for the process and qualitative responses to an organisational-wide employees survey that included questions on organisational values associated with the internal branding process. Rich qualitative data of this type fits ideally into a case study methodology and was analysed via lexical and content analysis. The research is relevant as it addresses issues of internal branding, communication and management during an actual implementation of a corporate strategy within one of the world's most important industry sectors, healthcare.

Brands and political loyalty

Abstract: Incumbent political parties, like the providers of commercial goods and services, are seeking to secure repeat sales at a time when consumer loyalty is under threat from proliferating choice and social realignment As with other large and infrequent purchases, parties need to use marketing not only to win a sale (an election) but also to minimise post-purchase dissonance and encourage brand loyalty so that consumers will buy their product in the future Successful parties develop brand attributes in their leaders to maintain relationships with supporters beyond the initial transaction, although in doing so they create problems for leadership succession

The hermeneutics of branding

Abstract: An increasing body of scholarship, particularly in marketing, has drawn on a wide variety of theoretical traditions to address the implications of brands as social texts. Taken together this research proposes that: brands exist as symbols in popular culture with their meanings contingent on particular cultural contexts; that consumers may resist meanings originally conceived by managers or agencies; that brands embody stories constructed both by the companies that produce them and by their consumers; that brands have histories. In this paper, we engage these topics from the perspective of hermeneutical inquiry. The linguistic, historical tradition in hermeneutics — which continues to play a role in contemporary theory through, for example, reader response and reception theory — offers a rich interpretive tradition and method that contributes to our developing understanding of brands. Following from recent research in marketing, we regard brands to be one of the most text-like artifacts of contemporary business culture and therefore appropriate for a demonstration of the potential contribution of hermeneutics. To this end, we emphasise three hermeneutic concepts: intention, the horizon of expectations and reception. From these categories, we derive the more pragmatic terms of trace, arc and collective interpretation to move towards a hermeneutical theory of branding. This approach allows us to explain the ways in which the meaning of a brand changes over time (giving branding a historical dimension) and how managerial intention intersects interpretations made by multiple constituencies. We contend that a deeper understanding of brands in terms of their past and present meaning increases the opportunities to realise a brand's potential.

The human factor. I: Attracting, retaining, and motivating capable people

Abstract: Investing in what is commonly known as human capital, or the organization's people, is a proven way to boost an organization's market capitalization. In a recent survey, 47 percent of CEOs of the companies surveyed believed that the greatest challenge in the new economy is finding and retaining good people. In order to remain competitive, one needs to acquire the capable people, which will determine whether or not you will be successful with your company. Recruitment of staff is a risky aspect and therefore much research and planning is required. The "right" people will not simply come to you. Effectively managed staff are also said to be comfortable within the organization and usually believe they own the business. This is when their commitment and loyalty are at its highest and therefore they rarely try to find a way to depart from the organization. In-house career development and promotion opportunities are considered as highly effective strategies to attract the key staff to an organization. An ineffective strategy identified by South Africans includes creating a sense of fun and informality in the workplace and regular performance feedback. Effective strategies are allowing the people to participate in key decisions and providing them with access to resources and products as and when required. Capable people usually opt for a work environment that allows them the flexibility of learning while employed. Organizations may also look at "job sculpturing", or coaching and mentoring to retain their capable people. Being an "employer of choice" or employer branding is also a strategy employed by some organizations for attracting and retaining human resources. A stimulating and challenging work environment is therefore key.

Building a political brand: Ideology or voter-driven strategy

Abstract: There has recently been a growing interest and literature in the application of brand management principles to political parties. The idea of applying branding to political parties is, however, challenging as political parties have long viewed themselves as ideologically driven. With the ascent of consumerism, which was encouraged by Thatcher's neo-liberal ideology, political parties have become more marketing oriented. Given that brands are part of everyday consumer behaviour, it may be that political parties operate and voters make electoral choices similar to the way in which consumers choose commercial brands. This paper demonstrates that the role of ideology has declined in recent years, and political parties in Britain are increasingly attempting to be consumer driven. The paper, however, argues that there is a tension for political brands in that there is a need for them to be voter driven, while at the same time being responsible for the long term. Hence, they have an objective also to ‘drive the market’ in a way that will sustain the future prosperity of Britain.

Delphic brand visioning to align stakeholder buy-in to the City of Birmingham brand

Abstract: Competition between places has led to city branding becoming increasingly important. Due to its multifaceted nature, city branding differs from product/services branding for several reasons including: (1) the lack of control over the city experience (2) the mutating nature of the target market (3) the variety of stakeholders and steerers. These issues can result in multiple brand visions being implemented by diverse target groups. This can lead to a lack of consistency and dilution of the strength of cities' brands. This paper proposes a method using the Delphi process as a mechanism to help create multiple stakeholder buy-in to a single brand vision and consequently a strong cohesive brand.

Investigating the links between a corporate brand and a customer brand

Abstract: Corporate brand management aims to establish a favourable disposition towards the organisation by its various stakeholders. This paper presents a new holistic perspective to integrating the areas of corporate branding, corporate identity management and corporate communication with the customer. Theory in these areas provides several yet unanswered questions. The aim is to bridge this gap and advance an understanding of the application of marketing and management theories in these three areas. The aim of this paper is to investigate the concepts and constructs that combine the corporate brand and the customer brand and to develop a conceptual framework. The conceptual framework suggests that aligning the company, the stakeholders and the customers is important as it is the entire corporation that is being branded. The context of the conceptual framework is looked upon in terms of the alignment between strategic vision, brand identity and brand knowledge. To get a balanced picture of corporate branding, the paper provides theoretically based knowledge on how the concepts and constructs of corporate and customer brands can be linked. The conceptual framework will form a basis for an auditing method. The limitation of this paper is that it is only the conceptual framework that is introduced here.

Integrating corporate branding and sociological paradigms: A literature study

Abstract: Corporate branding has received increased interest in marketing literature in the past several years, and the attention given to it received a strong upswing around the mid-1990s. 1 To a great extent, the literature provides general agreement on how to perform the corporate branding process, and one of the aims of this article is to review these theories. Furthermore, this paper seeks to reflect upon and broaden the different opinions about organisations and corporate branding, acknowledging that participants of a corporate branding process will have diverse perceptions of organisations. Hence, this study uses sociology in order to analyse corporate branding, and by doing so the existing literature can be offered a more nuanced picture of the process. This article illustrates that employees', consumers' and managers' basic assumptions regarding the nature of organisations may be incompatible with each other. Corporate branding loses much of its intentionality unless managers realise that stakeholders have different world views and opinions of organisations. These diverse attitudes must be identified if corporate brand management is to be successful. The paper concludes with a summary that considers the different challenges a corporate brand manager faces when he or she makes allowances for people's differing world views.

Corporate reputation and shareholders' intentions: An attitudinal perspective

Abstract: Corporate reputation has become an invaluable asset for every company. The literature on corporate reputation is reviewed and corporate reputation is conceptualised in the context of the theory of planned behaviour. The effect of corporate reputation on intentions among shareholders is discussed and research questions formulated. Data are collected from a sample of shareholders of a publicly listed telephone company. Results indicate that an attitudinal conceptualisation and operationalisation of corporate reputation provides useful results and diagnostics to help companies further enhance their corporate reputation.

Retaining employees for service competency: The role of corporate brand identity

Abstract: In industry today, researchers and practitioners are pointing to service as the differentiating factor in competitive situations. In both the marketing and management literature , disconnects exist between the importance of the corporate brand and the service component of the offering that is supported by consistent and effective marketing employees. This research examines the relationships between corporate brand identity and employee personality traits, organisational culture and employee turnover. We found that employee need for achievement moderates the relationship between corporate brand identity and employee intent to remain with the organisation. As such, the more an organisation ’ s brand emphasises value-goal or cultural congruence — the more likely recruits will espouse that corporate culture post hire. We also found partial support that organisational culture mediates the relationship between employee perceptions of corporate brand identity and employee intent to turnover. We discuss the implications from our fi ndings in the context of building, managing and transmitting corporate

Alliance brands : building corporate brands through strategic alliances?

Abstract: The emergence of airline alliance brands represents an unexplored area in the context of the nascent field of corporate brand management. This study reports a case study of an alliance brand within the airline industry: oneworld. The research into the oneworld alliance was driven by two fundamental questions relating to alliance brands: what are alliance brands and what are the implications of alliance brands for corporate branding and brand alliances? This study suggests that, with careful nurturing on the part of marketers, alliance brands have the potential to develop into a valuable strategic resource. This preliminary study has resulted in recommendations in terms of research and practice relating to alliance brands.

Corporate re-branding: From normative models to knowledge management

Abstract: Corporate re-branding has seen extensive activity in recent years, with many organisations treating a name change as a prerequisite to image transformation. But little in the public domain examines the experience of this costly process. This qualitative study examines seven UK-based organisations that have re-branded in the past five years. The sectors are diverse, ranging from energy to charity. Depth interviews conducted with senior managers captured their experiences of re-branding. The aim is to understand better the complex and infrequent process of re-naming, in order to help others undertaking a re-branding process. A normative approach is tested against the reality of the process. Key issue areas are identified for managers re-branding their organisations. A matrix-based typology is also developed, mapping changes in brand name against changes in brand values, which may be used to identify the branding choices being made. It is proposed that both strategic decision making and knowledge management perspectives offer useful insights into effective management of the process.

A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings

Abstract: This paper uses Aaker and Keller's (1990) brand extension model as a theoretical framework to examine the major factors contributing towards positive or negative evaluation of a co-branded offering. The study gained insights into how consumers form attitudes towards co-branded products using data from 194 university students in Western Australia. The research instrument measured reactions to 12 experimental co-brands and collected both qualitative and quantitative data. The findings suggest that when original brands are perceived as high quality then co-brands will be evaluated more positively, indicating that original brand attitudes (high quality levels) are more easily extended to co-brands. The research also found that if there was perceived ‘fit’ between participating co-brand partners (based on either product category or brand concept consistency) then the co-brand evaluation would be positive. Finally, it was found that the more difficult the product was to manufacture, the more favourable the co-brand evaluation, as the alliance seemed ‘worthwhile’. The study recognises the importance that partner selection plays in the success of co-brands. It highlights the importance of original brand attitude (quality levels) and fit between brand partners for positive consumer evaluation in a co-brand context. This information can assist brand managers in decisions regarding partner brand selection.

Poland: Exploring the relationship between national brand and national culture

Abstract: This research aims to identify the essence of the Polish national brand and the way Polish culture is being communicated through the national brand. Having conducted both quantitative and qualitative research into the cultural symbols of the nation and their representations within and outside of Poland, the findings show a discrepancy between what is perceived as the national brand within Poland, the way the brand is communicated, and the way the brand is perceived outside of the country. The paper concludes with some reflections upon the relationship between national brand and national culture, and how this could be better managed.

Capturing the essence of a corporate brand personality: A Western brand in Eastern Europe

Abstract: This study focuses on the positioning of a Western brand (McDonald's) in an Eastern European market (Slovenia), and shows how corporate communication efforts can influence consumer perceptions of brand essence In order to ensure the long-time viability of a brand's equity, preserving and reinforcing its essence is of primordial importance A method is presented for identifying those characteristics of the personality of a corporate brand that make up its essence Such a tool is suitable for refined corporate positioning, because it not only shows which corporate characteristics form the essence of the corporate brand, but also shows why they are so essential

Managing and maintaining corporate reputation and brand identity: Haier Group logo

Abstract: The riots against the World Trade Organization in Seattle and the protests in Washington present a real threat to the reputation of global firms. Those changes in circumstance led international firms to pay considerable attention to the management of corporate reputation, which has been recognised as a major challenge for firms competing in changing environments. The paper argues a case for the practical management of corporate reputation and investigates its relationship with other related elements. The paper explores the development of the management of corporate reputation in relation to communication, identity and trust, and communication, identity and image. The two concepts create guidelines for managing corporate reputation; firms should manage their corporate reputation in relation to trustworthiness and credibility, which are based on the past achievement of the firm.

Brands and breakthroughs: How brands help focus creative decision making

Abstract: This paper addresses the issue of how brands can help managers navigate the complex process of creative judgment in order to successfully identify and develop original and valuable ideas. It investigates the problems facing companies in their attempt to generate and recognise creativity, arguing that too often companies rely on traditional market research techniques that limit depth and richness of knowledge, prevent intuitive decision making and encourage safe incremental change and seller-centric behaviour. The authors suggest that much traditional customer research dampens creativity, because it is essentially backward-looking. It makes the assumption that customers have the ability and imagination to envision the future, to know what they will desire tomorrow and to be able to articulate that desire. The argument is that the answer to successful judgment is a high level of situational intelligence: the shared knowledge and cultural milieu that encourage managers to focus on and connect with stakeholders, which in turn facilitates more intuitive and creative decision making. The authors assert that the brand provides an essential construct of this concept. This paper sets out to illustrate, via theoretical analysis and practical examples, how the brand can contribute to situational intelligence and in doing so can increase the level of an organisation's ability to innovate and create value. Not only does the paper argue against traditional business practices that inhibit creative behaviour and the ability or willingness of managers to make creative judgments, it also advocates a process of creative brand free-flow. This is highlighted by research into a number of globally innovative companies that rely on their brand values to help them break down traditional corporate barriers and help guide, focus and facilitate creativity. This paper is valuable in that it illustrates how a shift in managerial and corporate thinking can lead to higher levels of significant innovation and value creation.

Danone branding strategy in China

Abstract: This paper analyses the branding strategy of a leading French food producer in the fast growing Chinese market. The company, Danone Group (DG), has long been operating internationally with success. However, like several multinational enterprises, its initial entry into China was a failure. Nevertheless, DG later succeeded in gaining a dominant position by rethinking its commercial approach. This discussion focuses on DG's branding strategy in its three main product lines: dairy products, biscuits and beverages. Overall, the analysis shows how success can be achieved if brands (and other product attributes) are customised when operating in a different culture. This process of adaptation has been implemented without negating links to the corporate brand.

Brand building by associating to public services: A reference group influence model

Abstract: Finding new ways to build brands that achieve a differentiated status in the minds of customers has become increasingly difficult. Nevertheless, companies today recognise that brands are one of their most important assets and have made them an axial component of their strategy. One line of research that has been evolving in order to help brands achieve such differentiation is with respect to social values. This paper presents a reference group influence model which considers brand building with social values by leveraging brand equity with public services. Study data were analysed using a mixed factorial MANOVA, and results show that, in general, it makes more sense for private companies to associate to public services that are both secondary (requiring an extra payment for their consumption) and publicly consumed (when others are aware of consumption).

Brand rules: When branding lore meets trade mark law

Abstract: Brand management has traditionally been sustained by legally-protectable trade marks But are trade mark laws keeping up with progressive branding practices? If not, should those practices be corralled within the law's traditional definitions and confines? Or should trade mark law be rethought and updated to reflect the world it regulates? Insight into the answers can be found in an exploration of the jurisprudence and commercial practices that underpin trade mark and branding practices, as evidenced by the rules that guide their implementation

The king is dead, long live the king

Abstract: In recent years it has become increasingly popular for marketing people to suggest that it is we, the consumers, who ‘own’ their brands. The argument, put forward by, among others, Jeremy Bullmore of WPP, rests on the notion that the true value of brands lies in our perceptions of them. These perceptions, it is argued, rest in our individual minds, thus it is we — not the manufacturers or trade mark proprietors — who own the brands. A second thread of the argument suggests that, as brands are now increasingly shaped by factors way beyond those within the control of the marketers and brand owners, there is clear evidence of a loss of ownership. While accepting that the nature of the relationship between brand owner and we, the consumer, has fundamentally changed, this paper argues that it would be dangerous for any marketer to accept the notion of consumer as brand owner at face value. This paper highlights the associated risks, not only from a legal sense of opening the door to possible counterfeiters, but also from a marketing perspective. The paper highlights a difference between individual perceptions of the brand and the brand itself, and it goes on to put forward the case for brands as units of social currency and tools of multiplicity, with the need for brand owners to manage them as such. The paper also champions the role of ‘that vision thing’, and the need for brand owners to lead, and not just follow, consumers' current wishes. Finally, the paper calls for brand owners not to abdicate their responsibilities, but rather to recognise that they are now operating in the field of negotiated relationships.