Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand

Vallaster, Christine and Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350 2011. Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand. Industrial Marketing Management 40 (7) , pp. 1133-1143. 10.1016/j.indmarman.2011.09.008

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Abstract

Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HG Finance
Uncontrolled Keywords:	Brand values ; Brand actors ; Situational context ; Social interactions
Publisher:	Elsevier
ISSN:	0019-8501
Date of First Compliant Deposit:	30 March 2016
Last Modified:	03 May 2023 13:06
URI:	https://orca.cardiff.ac.uk/id/eprint/17993

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