Today we want to recommend a great book by Mary Jo Hatch and Majken Schultz, professors at The Copenhagen Business School. Don’t miss Taking Brand Initiatives: How Companies can Align Strategy, Culture, and Identity Through Corporate Branding.
Corporate brands not only guarantee that the business strategy will be applied but they also help design it. Brands are increasingly becoming cultures, because they represent how a company sees the world and makes things. In order to work, this corporate culture has to be created and supported by the company’s stakeholders and shared by all stakeholders.
There are still some companies that don’t bother to strategically manage their corporate brands, despite how important they are to support commercial brands, even in the consumer industry.
Having a strategy that includes management of corporate brands allows companies to transfer the meaning of commercial and corporate brands and benefit from the reputation of the organization.