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“The role of corporate branding in market driving strategy”

Författare:
Publiceringsår: 2008
Språk: Engelska
Sidor: 941-965
Publikation/Tidskrift/Serie: International Journal of Retail & Distribution Management
Volym: 36
Nummer: 11
Dokumenttyp: Artikel i tidskrift
Förlag: Emerald Group Publishing Limited

Sammanfattning

Abstract

Purpose – The aim of this paper is to examine the relationship between corporate branding and

market driving. This is achieved by focusing on key dimensions of brand identity such as brand

values and staff behaviours, while acknowledging the role of vision and organisational culture.

The links between these brand constituents and the actual activities of the firm in a market are

explored through interactions with stakeholders.

Design/methodology/approach – This research is based on an in-depth case study of IKEA at a

corporate level and its local market activities in Russia. The single-case approach is used to generate

insights into how corporate branding is related to market driving practices and to identify the

mechanisms of market driving in the Russian market.

Findings – The corporate brand provides a further source of the “leap” in customer value recognised

as a requirement for a market driving approach. Through a case study of IKEA in Russia it is shown

that the core values of the brand guide both the behaviour and activities of internal stakeholders and

the relationships with external stakeholders, and the interactions between the corporate “global” brand

values and local market level activities are explored.

Originality/value – The paper provides insights on the role of a corporate brand as a driving force

of market driving from a broad stakeholder perspective.

Keywords Corporate branding, Brands, Marketing strategy, Russia

Paper type Conceptual paper

Nyckelord

  • Business Administration
  • Corporate branding
  • Brands
  • Russia
  • Marketing strategy

Övriga

Published
  • ISSN: 0959-0552

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