- List of Figures
- List of Tables
- Summaries of Core Literature
- List of Contributors
- Charting the Landscape of Corporate Reputation Research
- Show Me the Money: A Multidimensional Perspective on Reputation as an Intangible Asset
- Keeping Score: The Challenges of Measuring Corporate Reputation
- What Does it Mean to Be Green? The Emergence of New Criteria for Assessing Corporate Reputation
- The Building Blocks of Corporate Reputation: Definitions, Antecedents, Consequences
- A Survey of the Economic Theory of Reputation: Its Logic and Limits
- Meeting Expectations: A Role-Theoretic Perspective on Reputation
- It Ain’t What You Do, it's Who You Do It With: Distinguishing Reputation and Status
- An Identity-Based View of Reputation, Image, and Legitimacy: Clarifications and Distinctions Among Related Constructs
- On Being Bad: Why Stigma is not the Same as a Bad Reputation
- Untangling Executive Reputation and Corporate Reputation: Who Made Who?
- Waving the Flag: The Influence of Country of Origin on Corporate Reputation
- Corporate Reputation and Regulation in Historical Perspective
- Industry Self-regulation as a Solution to the Reputation Commons Problem: The Case of the New York Clearing House Association
- How Regulatory Institutions Influence Corporate Reputations: A Cross-country Comparative Approach
- How Reputation Regulates Regulators: Illustrations from the Regulation of Retail Finance
- A Labor of Love? Understanding the Influence of Corporate Reputation in the Labor Market
- Does Reputation Work to Discipline Corporatemisconduct?
- From the Ground Up: Building Young Firms’ Reputations
- Strategic Disclosure: Strategy as A Form of Reputation Management
- Managing Corporate Reputation Through Corporate Branding
- After the Collapse: A Behavioral Theory of Reputation Repair
- A Framework for Reputation Management Over the Course of Evolving Controversies
Abstract and Keywords
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
Majken Schultz is Professor at Copenhagen Business School, senior advisor at The Reputation Institute, and International Research Fellow at Oxford University Centre for Corporate Reputation. Her research interests are located at the interfaces between organizational culture, organizational identity and image, corporate branding, and reputation. Majken has published more than 50 articles in international journals and written multiple books on these topics. She serves on several company boards, the Board of Governors for the Academy of Management, and is a regular columnist in the local newspapers.
Mary Jo Hatch works freelance as an organizational theorist, having formally retired from academia in 2007, but acts as visiting professor at Copenhagen Business School and Gothenburg University for some months of each year. She writes and lectures on branding (from an organizational point of view), organizational culture and identity, and on art and design in organizations, and does consulting. She spends the rest of her time writing and painting on Boston's North Shore. Check out her most recent book Organizations: A Very Short Introduction (2011) from Oxford University Press.
Nick Adams is Director of Corporate Branding at Novo Nordisk A/S. Nick is a brand and marketing strategist with extensive experience in international brand development. Before joining Novo Nordisk, he spent eight years as a brand consultant working with health care, manufacturing, and FMCG brands. As Head of Corporate Branding Nick manages a team working with brand engagement, visibility, and identity, and is responsible for global brand strategy and reputation management. He is a graduate of the University of Humberside and has an Executive Master of Corporate Communications from Copenhagen Business School.
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