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- 1. Corporate Branding Group 31 • Martin Nordstrøm Berg • Vincent Kleinemeier • Simon Christopher Kubasch • Belinda Kristence Sørensen
- 2. Corporate Branding Group 31 • Martin Nordstrøm Berg • Vincent Kleinemeier • Simon Christopher Kubasch • Belinda Kristence Sørensen
- 3. Chosen article Taking Up the Challenge of Corporate Branding: An Integrative Framework by Kenneth De Roeck, François Maon, and Christophe Lejeune
- 4. Introduction • Purpose of article: provide guidance for managers • Viewpoint on CB: ongoing strategic process • Managers’ task: Communicate the identity
- 5. Hatch and Schultz’s (2003) Corporate Brand Model Strategic Vision Organizational Culture Reputation
- 6. K. De Roeck et al.’s (2010) Integrative Framework Strategic Vision Organizational Culture Reputation Construed Image Intended Image Organizational Idenity
- 7. Interplay Between Strategic Vision and Organizational Culture Strategic Vision Organizational Culture Reputation Construed Image Intended Image Organizational Idenity
- 8. Interplay Between Strategic Vision and Reputation Strategic Vision Organizational Culture Reputation Construed Image Intended Image Organizational Idenity
- 9. Interplay Between Reputation and Organizational Culture Strategic Vision Organizational Culture Reputation Construed Image Intended Image Organizational Idenity
- 10. K. De Roeck et al.’s (2010) Integrative Framework Strategic Vision Organizational Culture Reputation Construed Image Intended Image Organizational Idenity
- 11. Positioning into the research field • Hatch and Schultz’s comprehensive model • Macro level Micro level • Target audience: Managers (European Management Review) • Practical perspective
- 12. Discussion • + Extension of existing model • + Linking macro to micro-perspective • – Not critical towards corporate branding
- 13. Questions?
- 14. Questions?