Global brand market-entry strategy to manage corporate reputation.

Omar, Maktoba, Williams, Jr, Robert L and Lingelbach, D (2009) Global brand market-entry strategy to manage corporate reputation. Journal of Product & Brand Management, 18 (3). pp. 177-187. ISSN 1061 0421

[img] PDF
Restricted to Registered users only

Download (283kB) | Request a copy


    Purpose – This paper aims to present a case for the practical management of corporate reputation, in relation to two groups of concepts: communication, identity, and trust; and communication, identity, and image.

    Design/methodology/approach – A review of the current knowledge of corporate reputation, personality, identity, and image leads to development of a strategy framework to enhance/protect corporate reputation. A case study involving a corporate logo introduced into a developed market by an emerging multinational corporation (EMNC) is presented.

    Findings – The paper identifies that credibility and trust are significant elements which must be managed and communicated to maintain the firm's corporate image and reputation.

    Originality/value – A conceptual model is presented illustrating a series of internal and external factors affecting communication and trust, which influence the customer and assist in shaping corporate reputation. The case of the EMNC Chinese corporation Haier to introduce its brand into a developed market may enlighten others pursuing this path.


    Item Type: Article
    Print ISSN: 1061 0421
    Uncontrolled Keywords: Brand image; Communication; Multinational companies; Trust; Business management
    University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
    Dewey Decimal Subjects: 600 Technology > 650 Management & public relations > 658 General management
    Library of Congress Subjects: H Social Sciences > HF Commerce
    Item ID: 5100
    Depositing User: Mr David Main
    Date Deposited: 19 Mar 2012 13:46
    Last Modified: 09 Jun 2015 14:16

    Actions (login required)

    View Item

    Document Downloads

    More statistics for this item...

    Edinburgh Napier University is a registered Scottish charity. Registration number SC018373