Mastering the multi-stakeholder art of corporate brand alignment: Insights from world-leading brands on creating a structure for success

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This research paper concentrates on how corporate brand alignment is achieved through the management of internal and external stakeholders. A strategic approach to corporate brand development involves executing three defined components: identifying key stakeholders, narrativization of brand promises, and engaging key stakeholders. Based on the interconnection of brand authenticity, internal brand alignment, external brand alignment, and brand advocacy, the results advocate the need for brand authenticity to achieve brand alignment through creating and building enthusiasm among brand advocates.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "Mastering the multi-stakeholder art of corporate brand alignment: Insights from world-leading brands on creating a structure for success", Strategic Direction, Vol. 36 No. 8, pp. 25-27. https://doi.org/10.1108/SD-05-2020-0104