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Addressing the complexities of managing domestic and multinational corporate brands

Morteza Khojastehpour (Industrial Management Institute & Faradis Alborz Company (Iran), Mashad, Iran.)
Ahmed Shahriar Ferdous (School of Management and Marketing, Deakin University, Melbourne, Australia.)
Michael Polonsky (School of Management and Marketing, Deakin University, Melbourne, Australia.)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 2 February 2015




The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated with managing both forms of corporate brands in an international business context.


This paper proposes a framework addressing six types of complexity involved in managing DCBs and MCBs drawing on the literature related to corporate branding, corporate brands, and domestic and multinational corporations. The six types of complexity examined include: strategic role, organisational structure, culture, knowledge, positioning and extended responsibility.


The research identifies that DCBs have a lower degree of complexity in regard to strategic role, knowledge and positioning, but have a higher level in regard to organisational structure, cultural and extended responsibility complexity. MCBs face more complexity than DCBs across all dimensions because they operate across business environments and need to coordinate activities while adapting to environmental differences.

Practical implications

The findings highlight the importance of environmental complexity for firms managing brands globally. The issues of complexity identified in this paper need to be understood if firms are to effectively build and manage their corporate brands within and across markets.


The paper highlights the concepts of DCBs and MCBs, and identifies the factors that contribute to the complexity of managing these two types of corporate brands domestically and internationally.



Khojastehpour, M., Ferdous, A.S. and Polonsky, M. (2015), "Addressing the complexities of managing domestic and multinational corporate brands", Corporate Communications: An International Journal, Vol. 20 No. 1, pp. 48-62.



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Copyright © 2015, Emerald Group Publishing Limited

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