The Role of Corporate Branding in a Market Driving Strategy
- Topics:
- Brand Management,
- Marketing Strategy
- Source:
- Lund University
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Overview: The market orientation literature distinguishes between market driven and market driving approaches. Although, most of the companies provided as examples of the latter approach have strong corporate brands, the corporate brand and associated brand values have not previously been considered as a basis for market driving. One argues that the corporate brand provides a further source of the "Leap" in customer value required for a market driving approach. Through a case study of Ikea we illustrate how the core values of the brand guide the behaviour and activities of internal stakeholders and relationships with external stakeholders, and explore the interactions between the global brand values and local market level activities.
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Format: PDF | Size: 569KB | Date: Feb 2005 | Pages: 26
