The corporate branding in international operations

Authors

  • Juliana Rodrigues Universidade de São Paulo - USP, São Paulo, SP, Brasil
  • Bruno Giovanni Mazzola Universidade de São Paulo - USP, São Paulo, SP, Brasil
  • Mariana Bassi Sutter The University of York, York, England, United Kingdom
  • Ney Nakazato Miyahira Universidade de São Paulo - USP, São Paulo, SP, Brasil
  • Maria Tereza Leme Fleury Fundação Getúlio Vargas, FGV EAESP, São Paulo, SP, Brasil

DOI:

https://doi.org/10.18568/1980-4865.1211-15

Keywords:

Corporate brand, Corporate branding, International marketing, Brand architecture, International business.

Abstract

Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization. This study examines these topics and shows the corporate brand as a critical capability in relationships with different stakeholders. A literature review explores corporate branding approaches in international business. In addition, a quantitative exploratory study was conducted using a survey with 297 management-level professionals in Brazil in order to find out if company operation scopes, whether local or multinational, interfere with views on corporate branding. The findings highlight the construction of identity in multinationals as one of the main reasons for adopting corporate brands. However, company operation scopes do not significantly interfere with the hierarchy of reasons perceived as important in the adoption of corporate branding. An emphasis on the concept of corporate branding based on organizational identity was noted among respondents who work at multinationals, showing the relevance of this topic for future research.

Downloads

Download data is not yet available.

Author Biographies

Juliana Rodrigues, Universidade de São Paulo - USP, São Paulo, SP, Brasil

Holds a master's degree in Business Administration from Universidade de São Paulo - USP and a degree in Public Relations from Casper Líbero College. Email: jurodrigues@usp.br

Bruno Giovanni Mazzola, Universidade de São Paulo - USP, São Paulo, SP, Brasil

Holds a doctorate in Business Administration from Universidade de São Paulo - USP. He has a master's degree and undergraduate degree in Administration from the same institution. He teaches in undergraduate and postgraduate courses at FECAP, FIA, UNIP and Estácio. Email: bruno.mazzola@usp.br

Mariana Bassi Sutter, The University of York, York, England, United Kingdom

Is Professor of Marketing at York University. PhD and master in business administration from Universidade de São Paulo - USP. Email: mbsutter@gmail.com

Ney Nakazato Miyahira, Universidade de São Paulo - USP, São Paulo, SP, Brasil

Holds a doctorate and a master's degree in Business Administration from USP. Graduated in Administration by FGV and Law by USP. Email: neymiyahira@usp.br

Maria Tereza Leme Fleury, Fundação Getúlio Vargas, FGV EAESP, São Paulo, SP, Brasil

Is a full professor at FGV EAESP in International Strategy. Email: mtereza.fleury@fgv.br

References

Aaker, D. a. (2004). Leveraging the Corporate Brand. California Management Review, 46(3), 6–18. http://doi.org/10.2307/41166218

Argenti, P. A. (2005). Comunicação Empresarial: A Construção da Identidade, Imagem e Reputação. (Tradução Adriana Rieche, Ed.) (1a.). Rio de Janeiro: Elsevier Ltd.

Balmer, J. M. T. (2009). Corporate marketing: apocalypse, advent and epiphany. Management Decision, 47(4), 544–572. http://doi.org/10.1108/00251740910959413

Balmer, J. M. T. (2010). Explicating corporate brands and their management: Reflections and directions from 1995. Journal of Brand Management, 18(3), 180–196. http://doi.org/10.1057/bm.2010.46

Balmer, J. M. T. (2012). Strategic corporate brand alignment: Perspectives from identity based views of corporate brands. European Journal of Marketing, 46(7/8), 1064–1092. http://doi.org/10.1108/03090561211230205

Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: what are they? What of them? European Journal of Marketing, 37(7/8), 972–997. http://doi.org/10.1108/03090560310477627

Balmer, J. M. T., & Greyser, S. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730–741. http://doi.org/10.1108/03090560610669964

Cavusgil, S. T., Deligonul, S., & Yaprak, A. (2005). International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward. Journal of International Marketing, 13(4), 1–27. http://doi.org/10.1509/jimk.2005.13.4.1

Cavusgil, S. T., Knight, G., & Riesenberger, J. R. (2010). Negócios Internacionais: estratégia, gestão e novas realidades. São Paulo: Pearson Prentice Hall.

Chabowski, B. R., Samiee, S., & Hult, G. T. M. (2013). A bibliometric analysis of the global branding literature and a research agenda. Journal of International Business Studies, 44(6), 622–634. http://doi.org/10.1057/jibs.2013.20

Cheney, G., Christensen, L. T., Zorn, T. E., & Ganesh, S. (2004). Organizational Communication in an Age of Globalization. Illinois: Waveland Press.

Corte, V. Della, & Mangia, G. (2011). Strategic Employer Branding: Brand and Image Management as a Tool of Attractiveness for Talented Capital. China-USA Business Review, 10(12), 1231–1252.

Đorđević, B. (2008). Corporate strategic branding: How country and corporate brands come together. Ekonomski Anali, 53, 59–89. http://doi.org/10.2298/EKA08177059D

Douglas, S., & Craig, C. (2013). Dynamics of international brand architecture: Overview and directions for future research. DYNAMICS, 21(September), 916–932.

Douglas, S. P., Craig, C. S., & Nijssen, E. J. (2001). Exeuctive Insights: Integrating Branding Strategy Across Markets: Building International Brand Architecture. Journal of International Marketing, 9(2), 97–114. http://doi.org/10.1509/jimk.9.2.97.19882

Einwiller, S., & Will, M. (2002). Towards an integrated approach to corporate branding – an empirical study. Corporate Communications: An International Journal, 7(2), 100–109. http://doi.org/10.1108/13563280210426160

Fetscherin, M., & Usunier, J. (2012). Corporate branding: an interdisciplinary literature review. European Journal of Marketing, 46(5), 733–753. http://doi.org/10.1108/03090561211212494

Fleury, M. T. L., & Fleury, A. (2012). Multinacionais Brasileiras: Competências para a Internacionalização. Rio de Janeiro: Editora FGV.

Ghauri, P. N., Elg, U., Tarnovskaya, V., & Fatima, W. (2011). Developing a market driving strategy for foreign markets: Internal capabilities and external activities. Schmalenbach Business Review, 11(3), 1–23.

Ghauri, P. N., & Santangelo, G. D. (2012). Multinationals and the Changing Rules of Competition. Management International Review, 52(2), 145–154. http://doi.org/10.1007/s11575-012-0130-7

Glynn, M. S., Motion, J., & Brodie, R. J. (2007). Sources of brand benefits in manufacturer-reseller B2B relationships. Journal of Business & Industrial Marketing, 22(6), 400–409. http://doi.org/10.1108/08858620710780163

Gupta, S., & Kumar, V. (2013). Sustainability as corporate culture of a brand for superior performance. Journal of World Business, 48(3), 311–320. http://doi.org/10.1016/j.jwb.2012.07.015

Guzmán, F., & Paswan, A. (2009). Cultural brands from emerging markets: brand image across host and home countries. Journal of International Marketing, 17(3), 71–86. Retrieved from http://journals.ama.org/doi/abs/10.1509/jimk.17.3.71

Hair, J. J. F., Babin, B., Money, A. H., & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração. (Tradução: Lene Belon Ribeiro, Ed.). Porto Alegre: Bookman.

Harris, F., & Chernatony, L. De. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441–456. http://doi.org/10.1108/03090560110382101

Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7/8), 1041–1064. http://doi.org/10.1108/03090560310477654

Hatch, M. J., & Schultz, M. (2008). Taken Brand Initiative: how companies can align strategy, culture, and identity through corporate branding (1st ed.). San Francisco: Jossey-Bass.

Hatch, M. J., & Schultz, M. (2009). Of Bricks and Brands: Organizational Dynamics, 38(2), 117–130. http://doi.org/10.1016/j.orgdyn.2009.02.008

Kapferer, J. (2005). The post-global brand. The Journal of Brand Management, 12(5), 319–324.

Katobe, M. (2001). Contemporary Research Trends in International Marketing: The 1990s. In A. M. Rugman & T. I. Brewer (Eds.), The Oxford Handbook of International Business. Oxford: Oxford University Press Inc.

Kay, M. J. (2006). Strong brands and corporate brands. European Journal of Marketing, 40(7/8), 742–760. http://doi.org/10.1108/03090560610669973

Keller, K. L., & Machado, M. (2006). Gestão Estratégica de Marcas. São Paulo -SP: Pearson Prentice Hall.

King, S. (1991). Brand building in the 1990s. Journal of Consumer Marketing, 8(4), 43–52. http://doi.org/10.1108/07363769110035144

Knox, S., & Bickerton, D. (2003). The six conventions of corporate branding. European Journal of Marketing, 37(7/8), 998–1016. http://doi.org/10.1108/03090560310477636

Kotler, P., & Pfoertsch, W. (2007). Being known or being one of many: the need for brand management for business-to-business (B2B) companies. Journal of Business & Industrial Marketing, 22(6), 357–362. http://doi.org/10.1108/08858620710780118

Lakatos, E. M., & Marconi, M. de A. (2003). Metodologia Científica (5th ed.). São Paulo -SP: Atlas.

Leek, S., & Christodoulides, G. (2011). A literature review and future agenda for B2B branding: Challenges of branding in a B2B context. Industrial Marketing Management, 40(6), 830–837. http://doi.org/10.1016/j.indmarman.2011.06.006

Lim, K., & O’Cass, A. (2001). Consumer brand classifications: an assessment of culture-of-origin versus country-of-origin. Journal of Product & Brand Management, 10(2), 120–136.

Martins, G. de A., & Theóphilo, C. R. (2007). Metodologia da Investigação Científica para Ciências Sociais Aplicadas. São Paulo -SP: Atlas.

Muzellec, L., & Lambkin, M. C. (2009). Corporate branding and brand architecture: a conceptual framework. Marketing Theory, 9(1), 39–54. http://doi.org/10.1177/1470593108100060

Olins, W. (1989). Corporate identity making business strategy visible throught design. Boston: Harvard Business School Press.

Pérez, A., & del Bosque, I. R. (2014). Organizational and Corporate Identity Revisited: Toward a Comprehensive Understanding of Identity in Business. Corporate Reputation Review, 17(1), 3–27. http://doi.org/10.1057/crr.2013.22

Pharr, J. (2005). Synthesizing country-of-origin research from the last decade: is the concept still salient in an era of global brands? Journal of Marketing Theory and Practice, 13(4), 34-. Retrieved from http://www.jstor.org/stable/40470235

Rodrigues, J., Miyahira, N. N., Mariano, M., & Marinho, B. D. L. (2014). Por que Marcas Corporativas? A percepção de executivos brasileiros sobre os motivos para adotar corporate branding. In X Congresso de Administração da ESPM. São Paulo: ESPM.

Sampieri, R. H., Collado, C. F., & Lucio, P. B. (2006). Metodologia de Pesquisa (3rd ed.). São Paulo: McGraw-Hill.

Sheikh, A., & Lim, M. (2011). Engineering consultants’ perceptions of corporate branding: A case study of an international engineering consultancy. Industrial Marketing Management, 40(7), 1123–1132. http://doi.org/10.1016/j.indmarman.2011.09.006

Urde, M. (2003). Core value-based corporate brand building. European Journal of Marketing, 37(7/8), 1017–1040. http://doi.org/10.1108/03090560310477645

Urde, M. (2009). Uncovering the corporate brand’s core values. Management Decision, 47(4), 616–638. http://doi.org/10.1108/00251740910959459

Urde, M. (2013). The corporate brand identity matrix. Journal of Brand Management, 20(9), 742–761. http://doi.org/10.1057/bm.2013.12

van Riel, C. B. M., & Balmer, J. M. T. (1997). Corporate identity: the concept, its measurement and management. European Journal of Marketing, 31(5/6), 340–355. http://doi.org/10.1108/eb060635

van Riel, C. B. M., & Fombrun, C. J. (2007). Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management. New York - NY: Routledge.

Vergara, S. C. (2009). Projetos e relatórios de pesquisa em administração (10th ed.). São Paulo: Atlas.

Xie, H. Y., & Boggs, D. J. (2006). Corporate branding versus product branding in emerging markets. Marketing Intelligence & Planning, 24(4), 347–364. http://doi.org/10.1108/02634500610672099

Zou, S., & Cavusgil, S. (2002). The GMS: a broad conceptualization of global marketing strategy and its effect on firm performance. Journal of Marketing, 66(October), 40–56. Retrieved from http://journals.ama.org/doi/abs/10.1509/jmkg.66.4.40.18519

Downloads

Published

2017-04-01

How to Cite

Rodrigues, J., Mazzola, B. G., Bassi Sutter, M., Nakazato Miyahira, N., & Leme Fleury, M. T. (2017). The corporate branding in international operations. Internext - International Business and Management Review, 12(1), 1–15. https://doi.org/10.18568/1980-4865.1211-15

Most read articles by the same author(s)