IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v23y2016i1d10.1057_bm.2015.45.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/bm.2015.45
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/bm.2015.45?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vlad I. Rosca & Cristina Veronica Partenie, 2018. "A theoretical overview on understanding customer-based brand equity," Journal of Community Positive Practices, Catalactica NGO, issue 4, pages 19-28.
    2. André, Kévin, 2013. "Why Should Business Education Care About Care? Toward an Educare Perspective," ESSEC Working Papers WP1315, ESSEC Research Center, ESSEC Business School.
    3. Endi Isnarno & Harry Soesanto & Andriyansah, 2018. "Developing the Reputation of Distribution Network to Increase the Buying Interest of Electronic Payment: An Empirical Study," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 133-143.
    4. Mike Wright & Evila Piva & Simon Mosey & Andy Lockett, 2009. "Academic entrepreneurship and business schools," The Journal of Technology Transfer, Springer, vol. 34(6), pages 560-587, December.
    5. Balmer, John M.T. & Lin, Zhibin & Chen, Weifeng & He, Xinming, 2020. "The role of corporate brand image for B2B relationships of logistics service providers in China," Journal of Business Research, Elsevier, vol. 117(C), pages 850-861.
    6. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    7. Albrecht, W. Steve & Hoopes, Jeff, 2009. "An empirical assessment of commercial web-based professor evaluation services," Journal of Accounting Education, Elsevier, vol. 27(3), pages 125-132.
    8. Yu-Te Tu & Heng-Chi Chih, 2013. "An Empirical Study of Corporate Brand Image, Customer Perceived Value and Satisfaction on Loyalty in Shoe Industry," Journal of Economics and Behavioral Studies, AMH International, vol. 5(7), pages 469-483.
    9. P Naudé & S Henneberg & Z Jiang, 2010. "Varying routes to the top: identifying different strategies in the MBA marketplace," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 61(8), pages 1193-1206, August.
    10. Corinne Bendersky & Nicholas A. Hays, 2012. "Status Conflict in Groups," Organization Science, INFORMS, vol. 23(2), pages 323-340, April.
    11. Aithal, Architha & Aithal, Sreeramana, 2018. "How and Why Wharton Business School became World Topper – A Case Study on Organizational Quest for Excellence of First US Business School," MPRA Paper 85727, University Library of Munich, Germany.
    12. Nikolaos Aletras, 2021. "Applied Research in the Production of a Genre Film: Production Design and Realization of a School Movie," European Journal of Interdisciplinary Studies Articles, Revistia Research and Publishing, vol. 7, July -Dec.
    13. Yu-Te Tu & Yu-Yi Chang, 2014. "Customer Commitment as a Mediating Variable between Corporate Brand Image and Customer Loyalty," Journal of Education and Vocational Research, AMH International, vol. 5(1), pages 17-27.
    14. Jooyoung Hwang & Anita Eves & Jason L. Stienmetz, 2021. "The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study," Sustainability, MDPI, vol. 13(12), pages 1-33, June.
    15. Brent D. Beal, 2012. "Competitive markets, collective action, and the Big Box Retailer problem," The Journal of Philosophical Economics, Bucharest Academy of Economic Studies, The Journal of Philosophical Economics, vol. 6(1), November.
    16. Sandrine Frémeaux & Grant Michelson & Christine Noël-Lemaitre, 2018. "Learning from Greek Philosophers: The Foundations and Structural Conditions of Ethical Training in Business Schools," Journal of Business Ethics, Springer, vol. 153(1), pages 231-243, November.
    17. Fogarty, Timothy J. & Zimmerman, Aleksandra B. & Richardson, Vernon J., 2016. "What do we mean by accounting program quality? A decomposition of accounting faculty opinions," Journal of Accounting Education, Elsevier, vol. 36(C), pages 16-42.
    18. Nelarine Cornelius & James Wallace & Rana Tassabehji, 2007. "An Analysis of Corporate Social Responsibility, Corporate Identity and Ethics Teaching in Business Schools," Journal of Business Ethics, Springer, vol. 76(1), pages 117-135, November.
    19. Narissara Sujchaphong & Bang Nguyen & T. C. Melewar & Pakorn Sujchaphong & Junsong Chen, 2020. "A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 143-159, March.
    20. Malida Mooken & Roger Sugden, 2014. "The Capabilities of Academics and Academic Poverty," Kyklos, Wiley Blackwell, vol. 67(4), pages 588-614, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:23:y:2016:i:1:d:10.1057_bm.2015.45. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.