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ABM PowerPoint

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Martin Nordstrøm Berg
Vincent Kleinemeier
Simon Christopher Kubasch
Belinda Kristence Sørensen

Published in: Business
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ABM PowerPoint

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

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