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Corporate Branding 
Group 31 
• Martin Nordstrøm Berg 
• Vincent Kleinemeier 
• Simon Christopher Kubasch 
• Belinda Kristence Sørensen
Corporate Branding 
Group 31 
• Martin Nordstrøm Berg 
• Vincent Kleinemeier 
• Simon Christopher Kubasch 
• Belinda Kristence Sørensen
Chosen article 
Taking Up the Challenge of Corporate 
Branding: An Integrative Framework 
by Kenneth De Roeck, François Maon, and Christophe Lejeune
Introduction 
• Purpose of article: provide guidance for 
managers 
• Viewpoint on CB: ongoing strategic 
process 
• Managers’ task: Communicate the identity
Hatch and Schultz’s (2003) Corporate Brand Model 
Strategic Vision 
Organizational 
Culture 
Reputation
K. De Roeck et al.’s (2010) Integrative Framework 
Strategic Vision 
Organizational 
Culture 
Reputation 
Construed Image 
Intended Image 
Organizational 
Idenity
Interplay Between Strategic Vision and Organizational Culture 
Strategic Vision 
Organizational 
Culture 
Reputation 
Construed Image 
Intended Image 
Organizational 
Idenity
Interplay Between Strategic Vision and Reputation 
Strategic Vision 
Organizational 
Culture 
Reputation 
Construed Image 
Intended Image 
Organizational 
Idenity
Interplay Between Reputation and Organizational Culture 
Strategic Vision 
Organizational 
Culture 
Reputation 
Construed Image 
Intended Image 
Organizational 
Idenity
K. De Roeck et al.’s (2010) Integrative Framework 
Strategic Vision 
Organizational 
Culture 
Reputation 
Construed Image 
Intended Image 
Organizational 
Idenity
Positioning into the research field 
• Hatch and Schultz’s comprehensive model 
• Macro level  Micro level 
• Target audience: Managers (European 
Management Review) 
• Practical perspective
Discussion 
• + Extension of existing model 
• + Linking macro to micro-perspective 
• – Not critical towards corporate branding
Questions?
Questions?

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ABM PowerPoint

  • 1. Corporate Branding Group 31 • Martin Nordstrøm Berg • Vincent Kleinemeier • Simon Christopher Kubasch • Belinda Kristence Sørensen
  • 2. Corporate Branding Group 31 • Martin Nordstrøm Berg • Vincent Kleinemeier • Simon Christopher Kubasch • Belinda Kristence Sørensen
  • 3. Chosen article Taking Up the Challenge of Corporate Branding: An Integrative Framework by Kenneth De Roeck, François Maon, and Christophe Lejeune
  • 4. Introduction • Purpose of article: provide guidance for managers • Viewpoint on CB: ongoing strategic process • Managers’ task: Communicate the identity
  • 5. Hatch and Schultz’s (2003) Corporate Brand Model Strategic Vision Organizational Culture Reputation
  • 6. K. De Roeck et al.’s (2010) Integrative Framework Strategic Vision Organizational Culture Reputation Construed Image Intended Image Organizational Idenity
  • 7. Interplay Between Strategic Vision and Organizational Culture Strategic Vision Organizational Culture Reputation Construed Image Intended Image Organizational Idenity
  • 8. Interplay Between Strategic Vision and Reputation Strategic Vision Organizational Culture Reputation Construed Image Intended Image Organizational Idenity
  • 9. Interplay Between Reputation and Organizational Culture Strategic Vision Organizational Culture Reputation Construed Image Intended Image Organizational Idenity
  • 10. K. De Roeck et al.’s (2010) Integrative Framework Strategic Vision Organizational Culture Reputation Construed Image Intended Image Organizational Idenity
  • 11. Positioning into the research field • Hatch and Schultz’s comprehensive model • Macro level  Micro level • Target audience: Managers (European Management Review) • Practical perspective
  • 12. Discussion • + Extension of existing model • + Linking macro to micro-perspective • – Not critical towards corporate branding