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

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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 13:16

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