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The corporate brand identity matrix

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Abstract

The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the ‘brand core’. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often been designed for product brands, not corporate brands.

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Acknowledgements

The author gratefully acknowledges the insightful and helpful comments of the two anonymous Journal of Brand Management reviewers. Special thanks are also extended to the case companies and to Emeritus Professor Stephen A. Greyser, Harvard Business School, and Ragnar Saevarsson and Sesselia Birgisdóttir of Lund University for valuable comments.

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Correspondence to Mats Urde.

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Urde, M. The corporate brand identity matrix. J Brand Manag 20, 742–761 (2013). https://doi.org/10.1057/bm.2013.12

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Keywords

  • corporate brand identity
  • corporate brand management
  • brand orientation
  • managerial framework
  • corporate brand identity matrix