Corporate branding in marketspace

Stuart, H & Jones, Colin (2004) Corporate branding in marketspace. Corporate Reputation Review, 7(1), pp. 84-93.

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Many existing companies have set up corporate websites in response to competitive pressures and/or the perceived advantages of having a presence in marketspace. However, the effect of this form of communication and/or way of doing business on the corporate brand has yet to be examined in detail. In this article we argue that the translation of corporate brand values from marketplace to marketspace is often problematic, leading to inconsistencies in the way that the brand values are interpreted. Some of issues discussed are: 1) the effect of changed organizational boundaries on the corporate brand, 2) the need to examine whether it is strategically feasible to translate the corporate brand values from marketplace to marketspace, 3) the inherent difficulty in communicating the emotional aspects of the corporate brand in marketspace, and 4) the need to manage the online brand, in terms of its consistency with the offline brand. The conclusion reached is that a necessary part of the process of embracing marketspace as part of a corporate brand strategy is a plan to manage the consistency and continuity of the corporate brand when applied to the Internet. In cases where this is not achievable, a separate corporate brand or a brand extension is a preferable alternative.

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ID Code: 92859
Item Type: Journal Article
Refereed: Yes
Additional Information: Copyright 2004 Palgrave-Macmillan. Reproduced in accordance with the publishers policy. This is a post-peer-review, pre-copy-edit version of an article published in Corporate Reputation Review. The definitive publisher-authenticated version is available online at:
Keywords: Reputation, Image, Identity, Organizational Boundaries, Marketspace, Brand, Stakeholder, Communications, Intangeables, Philanthropy, Advertising, Positioning, Corporate Branding, e-Communication
DOI: 10.1057/palgrave.crr.1540213
ISSN: 1363-3589
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Organisational Planning and Management (150312)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
Copyright Owner: Copyright 2004 Palgrave Macmillan
Deposited On: 16 Feb 2016 05:14
Last Modified: 16 Feb 2016 05:32

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