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Balancing corporate branding policies in multi-business companies

In: Raising the Corporate Umbrella

Author

Listed:
  • Cees B. M. Riel
  • Guido Berens

Abstract

The CEO/Chairman looked once more at the letter he had just drafted for his management team and strategic business unit directors. It was a great letter — in his opinion. It formulated why the company had to change the multi-branding strategy into a more uniform approach. The arguments were crystal-clear: it would increase familiarity for the company; it would be more attractive for the labor market; communications could be spread across the corporate entity; and, the shareholders would appreciate cost reductions that could be gained by the revised strategy. He also thought, personally, that it would be advantageous because his friends at the golf club would get a better impression of the company he was responsible for as well.

Suggested Citation

  • Cees B. M. Riel & Guido Berens, 2001. "Balancing corporate branding policies in multi-business companies," Palgrave Macmillan Books, in: Raising the Corporate Umbrella, chapter 0, pages 43-61, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-55458-0_3
    DOI: 10.1057/9780230554580_3
    as

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