Aligning Corporate Strategy, Culture and Stakeholder Expectations
1. • a successful Corporate Brand = coherence between :
1. What the company’s top management want to accomplish in the future (their strategic
vision)
2. What has always been known or believed by company employess (lodged in its culture)
3. What its external stakeholders expect or desire from the company (their images of it)
(referensi : Hatch & Schultz, Taking Brand Initiative : How Companies Can Align Strategy, Culture, and Vision Through Corporate Branding)
Best Practice Model Pengelolaan Corporate Branding
Strategic Vision
Organiza-
tional
Identity
2. 1. Melakukan stakeholder mapping
2. Mengidentifikasi attractiveness factor untuk masing-masing
stakeholder
3. Melakukan pengukuran attractiveness level untuk masing-
masing stakeholder
4. Menetapkan stakeholder touch-point untuk masing-masing
stakeholder
5. Menyusun strategi serta action plan untuk meningkatan
attractiveness
6. Melakukan eksekusi action plan
7. Monitoring & continuous improvement
Best Practice Stakeholders Management
3. Stakeholders Management
Shareholders :
Best in Industry
sustainable value
creator
Customers :
Deliver differentiation,
high velocity, and good
margin
Business Partners :
Access to brand in a
mutually value -
creating way
Consumers :
Joy of building and
pride of creation
Employees :
An exciting,
challenging, and
rewarding place to
work
Society and
Environment:
Responsible,
trustworty, and
adhering to the
principle of Global
Compact
Contoh :
Attractiveness LEGO
(adapted from the LEGO
Group, Shared Vision)
