Corporate Reputation and Brand Architecture: the Debate

• Authors: Dalija Hasanbegović
• Languages of publication: EN

Abstracts

EN

This paper argues that for organizations with a branded identity structure investing in corporate reputation is not a waste of scarce resources, but a wise strategic investment that earns significant present and future economic and non-economic returns for a company. In the global market of the 21st century, corporate reputation provides a number of intangible benefits: it permits stakeholders to asses a firm's ability to deliver valued products; it indicates past interactions with a firm's stakeholders; it improves a firm's ability to recruit and preserve its primary stakeholders; along with delivering tangible (financial) benefits by enhancing a firm's ability to do better than its competitors, thus expanding its profits and revenues. These tangible and intangible benefits of favorable corporate reputation are present regardless of the brand architecture type, such that strategic investment in corporate reputation must be executed equally for all three categories of brand architecture.

Keywords

EN

corporate reputation; brand architecture; monolithic brand structure; endorsed brand structure; branded identity structure; corporate identity; corporate brand; corporate communication; corporate culture; corporate reputation management; corporate social responsibility

• Publisher: Sciendo
• Journal: South East European Journal of Economics and Business
• Year: 2011
• Volume: 6
• Issue: 2
• Pages: 37-43

Dates

published

2011-11-01

online

2012-01-27

Contributors

author

Dalija Hasanbegović

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Identifiers

DOI

10.2478/v10033-011-0014-y