Stephen A. Greyser

Harvard University | Harvard · Marketing Unit

ABSTRACT The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study, and is analysed using the Corporate Brand Identity and Reputation Matrix (CBIRM), introduced here for the first time. Eight key...

Purpose – The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges. Design/methodology/approach – An in-depth case study analysed within a heritage brand model and a corporate brand identity framework. Findings – The Nobel Prize is a corporate heritage brand – one whose...

This paper advances our understanding of sponsorship linked internal marketing (SLIM). Based on a comprehensivequalitative investigation of major sponsors, this research examines the use of sponsorship linked internal marketing to conceptualize, communicate and implement corporate identity development and employee performance. Sport (by way of an i...

Ethical corporate marketing—as an organisational-wide philosophy—transcends the domains of corporate social responsibility, business ethics, stakeholder theory and corporate marketing. This being said, ethical corporate marketing represents a logical development vis-a-vis the nascent domain of corporate marketing has an explicit ethical/CSR dimensi...

In this paper we explain the utility of adopting an identity-based view of the corporation using the diagnostic tool of identity management outlined in this article, "The ACID Test". Using British Airways (BA) as an extensive case history we scrutinize and explicate how BA's senior executives intuitively adopted an identity-based perspective as par...

Purpose This paper aims to provide insights into the what, why, and how of recognising corporate brand crisis through a synthesis of organisational experiences with threats to brand reputation, and to offer guidelines for analytic approaches and suggested organisational actions. Design/methodology/approach The approach takes the form of a clinical...

In late November 2007, the 10th Symposium of the International Corporate Identity Group (ICIG) was held at Brunel University, London with Corporate Marketing and Corporate Identity as its foci. To mark this milestone John Balmer arranged for keynote presentations to be given by long-time supporters of the ICIG: all are authorities in the corporate...

This article explains the utility of adopting an identity-based view of the corporation, which underpins a diagnostic tool of identity management outlined in this article. Using British Airways as an extensive case history, it examines and analyzes how British Airways' senior executives have intuitively adopted an identity-based perspective as part...

This article explains the utility of adopting an identity-based view of the corporation, which underpins a diagnostic tool of identity management outlined in this article. Using British Airways as an extensive case history, it examines and analyzes how British Airways' senior executives have intuitively adopted an identity-based perspective as part...

Companies are beginning to use their brand-enhancing sponsorship of teams and events internally, to motivate employees or facilitate major structural change. Sports-related communications and incentives can create cohesion and foster pride in the company.

This paper articulates a concept of 'heritage brands', based primarily on field case research and studies of practice. We define brand heritage as a dimension of a brand's identity found in its track record, longevity, core values, use of symbols and particularly in an organisational belief that its history is important. A heritage brand is one wit...

working papers are produced by the Bradford University School of Management and are to be circulated for discussion purposes only. Their contents should be considered to be preliminary. The papers are expected to be published in due course, in a revised form and should not be quoted without the authors' permission. ABSTRACT This article articulates...

This paper explores monarchies through a corporate branding lens. It is based on extensive field interviewing of individuals with knowledge and experience in what we (not they) term ‘managing the Monarchy as a brand’, including senior members of the Swedish Royal Court and the Swedish Royal Family. It also draws from literature regarding monarchies...

Purpose - The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand. Design/methodology/approach - Draws on the preliminary findings of a major study on monarchies. Findings - Argues that corporate communications is an important aspect of corporate brand management (especially in rel...

working papers are produced by the Bradford University School of Management and are to be circulated for discussion purposes only. Their contents should be considered to be preliminary. The papers are expected to be published in due course, in a revised form and should not be quoted without the authors' permission. ABSTRACT We examine the nascent a...

This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship. While it remains a real threat to the strategic co-branding objectives sought from the relationship, ambush is not necessarily as dangerous to sponsors as it has been in the past. Sponsors can use ambu...

Purpose – The aims of the paper are to examine the nascent area of corporate marketing. Design/methodology/approach – The paper draws on some of the key literature relating to the history of marketing thought. Findings – The study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation s...

working papers are produced by the Bradford University School of Management and are to be circulated for discussion purposes only. Their contents should be considered to be preliminary. The papers are expected to be published in due course, in a revised form and should not be quoted without the authors' permission.

Balmer, John M.T., Stephen A. Greyser, and Mats Urde. "Monarchies as Corporate Brands." Harvard Business School Working Paper, No. 05-002, August 2004

Provides an overview of the milestone lecture delivered to the RSA in 1978 (and subsequently published in the RSA journal in 1979). It explains the significance of this lecture and explains how Olins offers a number of definitions of corporate identity which on the one hand explain why he is associated with promulgating the notion that corporate id...

In the wake of corporate acquisitions, mergers, and spin-offs, considerable senior management attention has been devoted to corporate identity and its communication to key stakeholder groups. This article provides a framework to help management achieve clearer understanding and better management of their corporation's identities. Many firms operate...

In the wake of corporate acquisitions, mergers, and spin-offs, considerable senior management attention has been devoted to corporate identity and its communication to key stakeholder groups. This article provides a framework to help management achieve clearer understanding and better management of their corporation's identities. Many firms operate...

This article describes corporate reputation as it pertains to corporate practice. Key areas treated are worldwide executive opinion on their ability to affect corporate reputation; three specific strategic benefits and goals of strong corporate reputation (preference in doing business with a company when products/services are similar, support for a...

The news that one of the company's senior managers is leaving comes as a complete surprise to Paul Simmonds, CEO of Kinsington Textiles, Inc. Ned Carpenter, KTI's vice president of operations for three years, writes in his resignation letter than he is leaving for a better opportunity. Simmonds soon learns that Carpenter's new job is at Daltex, one...

Consumer packaged goods is an industry long known for its reliance on “pull” marketing strategies, that is, clever brand positioning supported by heavy advertising and couponing. As many product categories have become mature in the 1980's, managers find themselves increasingly concerned with improving the productivity of “push” programs — trade dea...

Traducción de: The case of the unplanned promotion