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The corporate brand and strategic direction: Senior business school managers’ cognitions of corporate brand building and management

Author

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  • John M T Balmer

    (Brunel Business School, Brunel University)

  • Wei-Yue Wang

Abstract

This revelatory study focusses on top Financial Times (FT)-ranked British business school managers’ cognitions of corporate brand building and management. The study insinuates that there is a prima facie bilateral link between corporate branding and strategic direction. The data revealed that, among this genus of business schools, corporate brand building entailed an ongoing concern along with strategic management, stakeholder management, corporate communications, service focus, leadership and commitment. These empirical findings chime with the early conceptual scholarship on corporate brand management dating back to the mid-1990s. These foundational articles stressed the multi-disciplinary and strategic nature of corporate brand management and stressed the significant role of the CEO. As such, this research adds further credence to the above in terms of best practice vis-à-vis corporate brand management. Curiously, although senior managers espouse a corporate brand orientation, corporate brand management is seemingly not accorded a similar status in the curriculum. Drawing on a general embedded case study methodological approach, data was collected from eight leading (FT-ranked) business schools in Great Britain at Oxford, Cambridge, Durham, Bradford, Cranfield, Warwick, Lancaster and City (London) Universities. Each of these eight British business schools can be deemed ‘top’ business schools by virtue of their inclusion in the influential FT worldwide list of top business schools. The primary mode of qualitative data collection comprised the 37 in-depth interviews with business school Deans, Associate Deans and other senior faculty members and other managers.

Suggested Citation

  • John M T Balmer & Wei-Yue Wang, 2016. "The corporate brand and strategic direction: Senior business school managers’ cognitions of corporate brand building and management," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 8-21, January.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:1:d:10.1057_bm.2015.45
    DOI: 10.1057/bm.2015.45
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    References listed on IDEAS

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    1. Jeffrey Pfeffer & Christina T. Fong, 2004. "The Business School ‘Business’: Some Lessons from the US Experience," Journal of Management Studies, Wiley Blackwell, vol. 41(8), pages 1501-1520, December.
    2. Jean-Noël Kapferer, 2002. "Corporate Brand and Organizational Identity," Post-Print hal-00789271, HAL.
    3. Pfeffer, Jeffrey & Fong, Christina T., 2004. "The Business School "Business": Some Lessons from the U.S. Experience," Research Papers 1855, Stanford University, Graduate School of Business.
    4. Nicholas Ind, 1997. "The Corporate Brand," Palgrave Macmillan Books, in: The Corporate Brand, chapter 1, pages 1-13, Palgrave Macmillan.
    5. Nicholas Ind, 1997. "The Corporate Brand," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-37588-8, October.
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    Cited by:

    1. Raisa Yakimova & Felix Mavondo & Susan Freeman & Helen Stuart, 2017. "Brand champion behaviour: Its role in corporate branding," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 575-591, November.
    2. 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.
    3. Larisa M. KAPUSTINA & Evgeniya A. ZHADKO, 2019. "Brand management based on consumer perceptions of a university," Upravlenets, Ural State University of Economics, vol. 10(4), pages 98-109, September.
    4. 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.
    5. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Vikas Kumar & Bhuritt Maswongssa, 2021. "The Art of Survival: Tourism Businesses in Thailand Recovering from COVID-19 through Brand Management," Sustainability, MDPI, vol. 13(12), pages 1-17, June.
    6. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.

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