Brand Integration
Ronald van Haaften MBA
Source: MBA Thesis
www.van-haaften.nl
M a r k e t i n g , S t r a t e g y &
M a n a g e m e n t
Building and properly managing brand equity
has become a priority for companies of all sizes,
in all types of industries, in all types of markets.
After all, from strong brand equity flow
customer loyalty and profits. The rewards of
having a strong corporate brand are clear.
To understand the magnitude of branding I have
developed a brand integration model and a
survey structure.

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Corporate Brand Integration
 A problem for young international organizations is the lack of cross border brand
recognition, especially in case of multiple business units scattered across continents or
countries.
 Hence, development of integrated strategic marketing and communication structures
are often lacking.
 A shortfall of brand integration and brand awareness will be often recognized by
corporate management and business unit managers.
Brand integration challenges to solve:
o Where’s the problem ?
o What ‘s the problem ?

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Corporate Brand Integration
 A problem for young international organizations is the lack of cross border brand
recognition, especially in case of multiple business units scattered across continents or
countries.
 Hence, development of integrated strategic marketing and communication structures
are often lacking.
 A shortfall of brand integration and brand awareness will be often recognized by
corporate management and business unit managers.
Brand integration challenges to solve:
o Where’s the problem ?
o What ‘s the problem ?

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Corporate Brand Integration
Identify and Appraise
Measure:
to appraise the extent of
corporate branding
Characteristics:
to identify features or qualities of
corporate branding
Criteria:
to compare and judge
corporate branding

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Characteristics of Corporate Branding
General characteristics involve features or qualities related to corporate branding serving
to identify this phenomenon among other brand propositions:
1. Corporate branding involves autonomous brands with an umbrella or source brand
architecture and defines the organization behind the product and/or service.
2. Corporate branding is most often related to mature brands which characterise it by: a
rich heritage and valuable roots, its assets and capabilities, the employees being
brand ambassadors, its values and value discipline, a dedicated local or global
orientation, and a visible citizenship practice.
3. Corporate branding characterises itself by brand transparency which encapsulates
the brand vision, brand values, brand personality, brand positioning and brand image.
4. Corporate branding incorporates brand consistency across the organization, the
products and services lead by dedicated brand groups or brand manager.

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Criteria of Corporate Branding
1. Brand functions
2. Brand principles
3. Brand leadership
4. Brand elements
5. Brand architecture
6. Brand identity
7. Brand personality
8. Brand positioning
9. Brand awareness/salience
10. Brand loyalty/resonance
11. Brand judgement
12. Brand feeling
13. Brand performance
14. Brand associations
15. Business management team
16. Brand champion
17. Global brand manager
18. Global brand team
19. Corporate communication
20. Marketing communication
21. Dialogue communication
A criterion for this purpose is seen as a standard or test by which corporate branding
may be compared and judged among other brand propositions. I have drawn the following
21 criteria from the theory as studied**;
** MBA Thesis Corporate Branding
www.van-haaften.nl

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Measure Brand Integration
Brand strategy Brand equity
Brand
Brand owner Brand communication
o Brand Leadership
o Brand elements
o Brand architecture
o Brand identity
o Brand personality
o Brand positioning
o Brand awareness
o Brand loyalty
o Brand judgement
o Brand feeling
o Brand performance
o Brand associations
o Brand function
o Brand principles
o Corporate communication
o Marketing communication
o Dialoque communication
o Brand responsibility
- Business MT
- Brand champion
- Global brand manager
- Global brand team
xx%
xx%
xx%
xx%
xx%
Brand integration
o Brand
o Brand strategy
o Brand equity
o Brand owner
o Brand communication
xx%
5-category
1. Brand
2. Brand Strategy
3. Brand Equity
4. Brand Owner
5. Brand Communication
Rovaha brand integration model: 5 Brand Categories & 21 Brand Criteria

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Rovaha Model Operationalization
CORPORATE BRAND
INTEGRATION
Definition
Corporate Brand:
A corporate promise to the
consumer at which the brand
has formed a set of
perceptions about a
product, service or business
CORPORATE BRAND
INTEGRATION
Recipients xx
Response xx%
Unweighted
Bandwidth 60-150
Minimum score xx
Maximum score xx
Mean xx
Weighted
Bandwidth 30-450
Minimum score xx
Maximum score xx
Mean xx
CONCEPT AS INTENT
& DEFINITION
CONCEPT AS DETERMENT
& VARIABLE
O P E R A T I O N A L I Z A T I O N

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Rovaha Model Operationalization
CORPORATE BRAND
INTEGRATION
Definition
Corporate Brand:
A corporate promise to the
consumer at which the brand
has formed a set of
perceptions about a
product, service or business
CORPORATE BRAND
INTEGRATION
Recipients xx
Response xx%
Unweighted
Bandwidth 60-150
Minimum score xx
Maximum score xx
Mean xx
Weighted
Bandwidth 30-450
Minimum score xx
Maximum score xx
Mean xx
CONCEPT AS INTENT
& DEFINITION
CONCEPT AS DETERMENT
& VARIABLE
O P E R A T I O N A L I Z A T I O N
DIMENSIONS INDICATORS ITEMS

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Rovaha Model Operationalization
CORPORATE BRAND
INTEGRATION
Definition
Corporate Brand:
A corporate promise to the
consumer at which the brand
has formed a set of
perceptions about a product,
service or business
CORPORATE BRAND
INTEGRATION
Recipients xx
Response xx%
Unweighted
Bandwidth 60-150
Minimum score xx
Maximum score xx
Mean xx
Weighted
Bandwidth 30-450
Minimum score xx
Maximum score xx
Mean xx
CONCEPT AS INTENT
& DEFINITION
CONCEPT AS DETERMENT
& VARIABLE
O P E R A T I O N A L I Z A T I O N
DIMENSIONS INDICATORS ITEMS
BRAND
Category 1
BRAND
COMMUNICATION
Category 5
BRAND EQUITY
Category 3
BRAND STRATEGY
Category 2
BRAND OWNERS
Category 4

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Rovaha Model Operationalization
CORPORATE BRAND
INTEGRATION
Definition
Corporate Brand:
A corporate promise to the
consumer at which the brand
has formed a set of
perceptions about a
product, service or business
CORPORATE BRAND
INTEGRATION
Recipients xx
Response xx%
Unweighted
Bandwidth 60-150
Minimum score xx
Maximum score xx
Mean xx
Weighted
Bandwidth 30-450
Minimum score xx
Maximum score xx
Mean xx
CONCEPT AS INTENT
& DEFINITION
CONCEPT AS DETERMENT
& VARIABLE
O P E R A T I O N A L I Z A T I O N
DIMENSIONS INDICATORS ITEMS
BRAND
Category 1
BRAND
COMMUNICATION
Category 5
BRAND EQUITY
Category 3
BRAND STRATEGY
Category 2
BRAND OWNERS
Category 4
Brand function
Brand principles
Brand leadership
Brand elements
Brand architecture
Brand identity
Brand personality
Brand positioning
Brand awareness
Brand loyalty
Brand judgement
Brand feeling
Brand performance
Brand associations
Brand responsibility
Man/Team/Champ
Corporate com.
Marketing com.
Dialogue com.

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Rovaha Model Operationalization
CORPORATE BRAND
INTEGRATION
Definition
Corporate Brand:
A corporate promise to the
consumer at which the brand
has formed a set of
perceptions about a
product, service or business
CORPORATE BRAND
INTEGRATION
Recipients xx
Response xx%
Unweighted
Bandwidth 30-210
Minimum score xx
Maximum score xx
Mean xx
CONCEPT AS INTENT
& DEFINITION
CONCEPT AS DETERMENT
& VARIABLE
O P E R A T I O N A L I Z A T I O N
DIMENSIONS INDICATORS ITEMS
BRAND
Category 1
BRAND
COMMUNICATION
Category 5
BRAND EQUITY
Category 3
BRAND STRATEGY
Category 2
BRAND OWNERS
Category 4
Brand function
Brand principles
Brand leadership
Brand elements
Brand architecture
Brand identity
Brand personality
Brand positioning
Brand awareness
Brand loyalty
Brand judgement
Brand feeling
Brand performance
Brand associations
Brand responsibility
Man/Team/Champ
Corporate com.
Marketing com.
Dialogue com.
Question 1-6
Question 7-19
Question 20-24
Question 25-27
Question 28-30

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Category 1 – Brand
Questionnaire
1. You and your BU management team have access to corporate guidelines that explains the function
corporate branding encompasses.
2. Brand history and its origin are documented and accessible for your employees.
3. Your employees have a clear and objective understanding about strategic brand performance
guarantees to customers.
4. You have a clear and objective understanding about strategic corporate brand preferences and brand
image.
5. The corporate brand is clearly visible and recognizable for all employees.
6. Your employees have a clear and objective understanding about the brand name, legal name and
trade name(s).

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Category 2 – Brand Strategy
Questionnaire 2/1
7. Brand architecture is strategically determined by the organization.
8. Logos are used on all your external information carriers (like brochures, quotations, email and so
on) and comply with corporate marketing and communication rules.
9. Logos are used on all internal information carriers (like reports, memo’s, email and so on) and
comply with corporate marketing and communication rules.
10. Signage of equipment, vehicles and buildings are proper, coherent and comply with corporate
marketing and communication rules.
11. Work wear, clothing and merchandize are recognizable and consistent branded and comply with
corporate marketing and communication rules.
12. Your business strategy is congruent with corporate value drivers.

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Category 2 – Brand Strategy
Questionnaire 2/2
13. You and your BU management team have a clear and objective understanding what corporate brand
identity encompasses.
14. You and your BU management team have a clear and objective understanding of key corporate
brand drivers and “raison d’être”.
15. You and your BU management team have a clear and objective understanding what the corporate
brand positioning encompasses (markets, competition, identification, points of difference/parity).
16. Your positioning is congruent with corporate brand positioning.
17. You and your BU management team have a clear and objective understanding of the core brand
value discipline; product leadership or, customer intimacy or operational excellence.
18. You and your BU management team have a clear and objective understanding of your brand
responsibilities and corporate brand responsibilities.
19. You and your BU management team have a clear and objective understanding what the brand
personality encompasses as it would have human demographic characteristics.

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Category 3 – Brand Equity
Questionnaire
20. You and your BU management team have a clear and objective understanding what corporate
brand performance encompasses. (product reliability, performance, primary characteristics and
secondary features, product reliability, durability, and service ability, service
effectiveness, efficiency, empathy, style, design, and price)
21. You and your BU management team have a clear and objective understanding what corporate
brand Imagery encompasses. (user profiles, purchase and usage, situations, personality and
values, history, heritage and experience)
22. You and your BU management team have a clear and objective understanding what corporate
brand Judgement encompasses. (quality, credibility, consideration and superiority)
23. You and your BU management team have a clear and objective understanding what corporate
brand feeling encompasses. (warmth, fun, excitement, security/risk, social approach, self-respect)
24. You and your BU management team have a clear and objective understanding what corporate
brand resonance encompasses. (loyalty, attachment, community and engagement)

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Category 4 – Brand Owner
Questionnaire
25. A company wide communication system is in place to share brand knowledge, insight and best
practices across the company.
26. Integrity, culture and free communication are stimulated across the company by the organization.
27. You and your BU management team have a clear and objective understanding whom responsible
is/are for global brand management.

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Category 5 – Brand Communication
Questionnaire
28. Global marketing communication is part of your BU marketing strategy.
29. Your communication strategy is based on global marketing and communication guidelines.
30. Global marketing guidelines are adopted by local marketers and communicated among your
employees.

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Questionnaire Setup & Evaluation
7 – Point Scale
Rating Label
7 Fully Agree
6 Agree
5 Partially agree
4 Average
3 Partially disagree
2 Disagree
1 Fully disagree
x 100% = Result
Score
Max Score

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Questionnaire Setup & Evaluation
x 100% = Result
Score
Max Score
Brand dimensions – Demo Business Unit Rovaha Score Max score Result
Category 1 - Brand 30 42 71%
Category 2 - Brand strategy 68 91 75%
Category 3 - Brand equity 17 35 49%
Category 4 - Brand owner 14 21 67%
Category 5 - Brand communication 9 21 43%
Brand integration 138 210 66%

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
Evaluation
Where & What’s the problem?
Brand strategy Brand equity
Brand
Brand owner Brand communication
o Brand Leadership
o Brand elements
o Brand architecture
o Brand identity
o Brand personality
o Brand positioning
o Brand awareness
o Brand loyalty
o Brand judgement
o Brand feeling
o Brand performance
o Brand associations
o Brand function
o Brand principles
o Corporate communication
o Marketing communication
o Dialoque communication
o Brand responsibility
- Business MT
- Brand champion
- Global brand manager
- Global brand team
xx%
xx%
xx%
xx%
xx%
Brand integration
o Brand
o Brand strategy
o Brand equity
o Brand owner
o Brand communication
xx%
75% 49%
67%
71%
43%
66%
Weakest link and bottlenecks

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
More about corporate branding
Read my MBA thesis
Corporate Branding…and more
….Download a copy of my
brand integration Excel
including:
• full questionnaire
• interactive chart
• interactive model
www.van-haaften.nl

M a r k e t i n g , S t r a t e g y & M a n a g e m e n t
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Thank‘s for joining me on this journey
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www.van-haaften.nl