Managing Corporate Reputation Through Corporate Branding

Majken Schultz, Mary Jo Hatch and Nick Adams

in The Oxford Handbook of Corporate Reputation

Published in print July 2012 | ISBN: 9780199596706
Published online November 2012 | | DOI:

Series: Oxford Handbooks in Business and Management

 Managing Corporate Reputation Through Corporate Branding

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This article, which concentrates on symbolic management by explaining the role of corporate branding in managing corporate reputation, using Novo Nordisk as a case study, presents three perspectives on corporate branding: the marketing perspective, the organisational perspective and the co-creation perspective. The three perspectives reviewed show the possibility of developing a multidisciplinary conceptualisation of corporate branding. They all offer insights important to managing organisations as corporate brands in a multi-stakeholder context and thus to the likelihood that corporate branding is a way to influence corporate reputation. The Novo Nordisk management believes the data indicate that corporate branding influenced reputation more than the other way around. Formal brand management practices may work considerably better when they complement rather than try to control existing forces at work among the stakeholders of a company.

Keywords: corporate branding; corporate reputation; symbolic management; Novo Nordisk; marketing perspective; organisational perspective; co-creation perspective; corporate brands; formal brand management; stakeholders

Article.  9731 words. 

Subjects: Business and Management ; Business Strategy ; Marketing

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