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Corporate brands as catalysts in times of change: Lessons from a South African bank

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  • Sean McCoy

    (HKLM)

  • Peet Venter

Abstract

In our case research we examine the role of corporate brand as a catalyst for change during a corporate turnaround in a South African bank. Our examination of the processes and practices employed by the bank in its corporate branding efforts broadly supports the views found in extant theory. In particular we find that corporate branding success depends on a clear master plan, leadership, internal communication and alignment, external alignment and successfully overcoming resistance to change. We contribute a deeper understanding of the processes and practices of corporate branding in a field where normative approaches are generally privileged over accounts of how corporate branding unfolds in practice.

Suggested Citation

  • Sean McCoy & Peet Venter, 2016. "Corporate brands as catalysts in times of change: Lessons from a South African bank," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 38-54, January.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:1:d:10.1057_bm.2015.44
    DOI: 10.1057/bm.2015.44
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    References listed on IDEAS

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    1. K. de Roeck & F. Maon & C. Lejeune, 2013. "Taking up the challenge of corporate branding : an integrative framework," Post-Print hal-00848038, HAL.
    2. Järventie-Thesleff, Rita & Moisander, Johanna & Laine, Pikka-Maaria, 2011. "Organizational dynamics and complexities of corporate brand building--A practice perspective," Scandinavian Journal of Management, Elsevier, vol. 27(2), pages 196-204, June.
    3. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    4. Wallace, Elaine & de Chernatony, Leslie & Buil, Isabel, 2013. "Building bank brands: How leadership behavior influences employee commitment," Journal of Business Research, Elsevier, vol. 66(2), pages 165-171.
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    Cited by:

    1. John M T Balmer & Russell Abratt & Nicola Kleyn, 2016. "Corporate brands and corporate marketing: Emerging trends in the big five eco-system," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 3-7, January.
    2. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.

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