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Bringing the corporation into corporate branding

Mary Jo Hatch (McIntire School of Commerce, University of Virginia, Charlottesville, Virginia, USA)
Majken Schultz (Copenhagen Business School, Copenhagen, Denmark)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 August 2003



This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented. The model is based on a gap analysis, which enables managers to assess the coherence of their corporate brand. Use of the model is illustrated by examining the stages of development that British Airways passed through in the creation of its corporate brand. The paper concludes that corporate brand management is a dynamic process that involves keeping up with continuous adjustments of vision, culture and image. The model suggests an approach to corporate branding that is organisationally integrated and cross‐functional, hence the thesis that it is important to bring the (whole) corporation into corporate branding.



Jo Hatch, M. and Schultz, M. (2003), "Bringing the corporation into corporate branding", European Journal of Marketing, Vol. 37 No. 7/8, pp. 1041-1064.




Copyright © 2003, MCB UP Limited

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