An identity-based approach to the sustainable corporate brand

Journal article


Stuart, Helen Joyce. (2011). An identity-based approach to the sustainable corporate brand. Corporate Communications: An International Journal. 16(2), pp. 139 - 149. https://doi.org/10.1108/13563281111141660
AuthorsStuart, Helen Joyce
Abstract

Purpose: The purpose of this paper is to progress research towards a model of the sustainable corporate brand by conducting a critical review of the research literature on sustainability, including theories and typologies that impact on and/or are relevant to the development of a sustainable corporate brand, that is a corporate brand that has sustainability embedded in its covenant or brand promise.

Design/methodology/approach: A critical review of the research literature is undertaken to investigate the drivers, factors and features that need to be included when developing the sustainable corporate brand.

Findings: The development process for a sustainable corporate brand was examined by reference to the available literature on sustainability in relation to corporate branding. The drivers and factors involved in the development and maintenance of a sustainable corporate brand discussed included the link between corporate identity and corporate brand using Balmer's typology, corporate rebranding, developing a consistent sustainable brand promise, supply chain challenges, signalling and communication issues including the application of discourse theory, the sustainable corporate brand as an innovation credibility, and reputational issues. Finally, the factors to be considered in developing a sustainable corporate brand were presented.

Research limitations/implications: Case study research is needed to confirm which processes and theories offer the most effective way of implementing the sustainable corporate brand in particular industries and countries.

Practical implications: The paper provides a framework for organizations considering implementing a sustainable corporate brand.

Originality/value: The paper provides several insights which emerged from an examination of how an organization might implement a sustainable corporate brand.

Keywordscommunication management; corporate branding; corporate social responsibility; employee communications
Year2011
JournalCorporate Communications: An International Journal
Journal citation16 (2), pp. 139 - 149
PublisherEmerald Publishing Limited
ISSN1356-3289
Digital Object Identifier (DOI)https://doi.org/10.1108/13563281111141660
Scopus EID2-s2.0-79955934448
Page range139 - 149
Research GroupPeter Faber Business School
Publisher's version
File Access Level
Controlled
Place of publicationUnited Kingdom
Permalink -

https://acuresearchbank.acu.edu.au/item/89z22/an-identity-based-approach-to-the-sustainable-corporate-brand

Restricted files

Publisher's version

  • 82
    total views
  • 0
    total downloads
  • 0
    views this month
  • 0
    downloads this month
These values are for the period from 19th October 2020, when this repository was created.

Export as

Related outputs

Corporate branding and rebranding: an institutional logics perspective
Helen Stuart. (2018). Corporate branding and rebranding: an institutional logics perspective. Journal of Product and Brand Management. 27(1), pp. 96-100. https://doi.org/10.1108/JPBM-05-2016-1198
Brand champion behaviour: Its role in corporate branding
Yakimova, Raisa, Mavondo, Felix, Freeman, Susan and Stuart, Helen. (2017). Brand champion behaviour: Its role in corporate branding. Journal of Brand Management. 24(6), pp. 575-591. https://doi.org/10.1057/s41262-017-0057-1
Managing a Corporate Brand in a Challenging Stakeholder Environment: Charity Branding
Stuart, Helen Joyce. (2016). Managing a Corporate Brand in a Challenging Stakeholder Environment: Charity Branding. International Studies of Management and Organization. https://doi.org/10.1080/00208825.2016.1140519
Living the corporate rebrand: The employee perspective
Stuart, Helen. (2012). Living the corporate rebrand: The employee perspective. Corporate Reputation Review. 15(3), pp. 158 - 168.
Planned social change and cigarette taxes :is this the correct strategy?
Stuart, Helen Joyce. (2010). Planned social change and cigarette taxes :is this the correct strategy? ANZAM 2010. Australia:
Aligning Identity and Strategy: Corporate Branding at British Airways in the late 20th Century
Balmer, John M. T., Stuart, Helen Joyce and Greyser, Stephen. (2009). Aligning Identity and Strategy: Corporate Branding at British Airways in the late 20th Century. California Management Review. 51(3), pp. 6 - 23. https://doi.org/10.2307/41166491
Marketing to children: The premium effect
Stuart, Helen Joyce and Kerr, Gayle. (2009). Marketing to children: The premium effect. In Dr Dewi Tojib (Ed.). Melbourne, Australia: Australian and New Zealand Marketing Academy. pp. 1 - 7
Socially Unacceptable Products and Corporate Social Responsibility :A Question of Legitimacy?
Stuart, Helen Joyce. (2008). Socially Unacceptable Products and Corporate Social Responsibility :A Question of Legitimacy? In D Spanjaard, S. Denize and N. Sharma (Ed.). Sydney, Australia: Promaco Conventions Pty Ltd. pp. 1 - 7
Corporate Identity and Corporate Brand Alignment :The Strategic Positioning of British Airways in the 20th Century
Balmer, John M. T., Stuart, Helen Joyce and Gryser, Stephen A.. (2008). Corporate Identity and Corporate Brand Alignment :The Strategic Positioning of British Airways in the 20th Century. In D. Spanjaard, S. Denize and N. Sharma (Ed.). Sydney, Australia: Australian and New Zealand Marketing Academy. pp. 1 - 7
Are companies that produce socially unacceptable products socially responsible?
Stuart, Helen Joyce. (2007). Are companies that produce socially unacceptable products socially responsible? In Ross Chapman (Ed.). Sydney, Australia: Australian and New Zealand Marketing Academy. pp. 1 - 14
Corporate Social Responsibility :How to Act and What to Communicate
Stuart, Helen Joyce. (2006). Corporate Social Responsibility :How to Act and What to Communicate. In Professor C Patti and Dr J Drennan (Ed.). Brisbane, Australia: ANZMAC 2006. pp. 1 - 7
Booming Singles: The Older Single Baby Boomer Market
Stuart, Helen. (2005). Booming Singles: The Older Single Baby Boomer Market. Australian and New Zealand Marketing Academy (ANZMAC) Conference 2001 : Bridging Marketing Theory and Practice. Albany Campus, Massey University, Auckland, New Zealand 01 - 05 Dec 2001 Fremantle, Australia: ANZMAC 2005. pp. 325 - 330
Corporate Makeovers: Can a Hyena be Rebranded?
Stuart, Helen and Muzellec, Laurent. (2004). Corporate Makeovers: Can a Hyena be Rebranded? Journal of Brand Management. 11(6), pp. 472 - 482.
Corporate makeovers: Can a hyena be rebranded?
Stuart, Helen and Muzellec, Laurent. (2004). Corporate makeovers: Can a hyena be rebranded? Journal of Brand Management. 11(6), pp. 472 - 482.
Corporate branding in marketspace
Stuart, Helen and Jones, Colin. (2004). Corporate branding in marketspace. Corporate Reputation Review: an international journal. 7(1), pp. 84 - 93.
Risky Business :Communicating Corporate Social Responsibility
Stuart, Helen Joyce. (2004). Risky Business :Communicating Corporate Social Responsibility. In Professor James Wiley (Ed.). Wellington, New Zealand: ANZMAC 2004. pp. 1 - 6
The Changing Identities of British Airways
Stuart, Helen Joyce and Balmer, John. (2004). The Changing Identities of British Airways. In Professor James Wiley (Ed.). Wellington, New Zealand: ANZMAC 2004. pp. 1 - 6
Corporate Branding in Marketspace
Stuart, Helen and Jones, Colin. (2004). Corporate Branding in Marketspace. Corporate Reputation Review: an international journal. 7(1), pp. 84 - 93.
Deliberately Constructing Nature in a Contested World
Hanson, Dallas and Stuart, Helen Joyce. (2003). Deliberately Constructing Nature in a Contested World. In Dr Rachael Kennedy (Ed.). Celebration of Ehrenberg and Bass: Marketing Discoveries; Knowledge and Contribution Proceedings. Adelaide, Australia: ANZMAC 2003. pp. 1928 - 1934
The effect of organisational structure on corporate identity management
Stuart, Helen Joyce. (2003). The effect of organisational structure on corporate identity management. In In J. Balmer and S. Greyser (Ed.). Revealing the Corporation: Perspectives on identity, image, reputation, corporate branding and corporate-level marketing pp. 106 - 123 Routledge.
Corporate Rebranding: Issues and Implications
Stuart, Helen Joyce. (2003). Corporate Rebranding: Issues and Implications. In Dr Rachael Kennedy (Ed.). Celebration of Ehrenberg and Bass: Marketing Discoveries; Knowledge and Contribution Proceedings. Adelaide, Australia: ANZMAC 2003. pp. 172 - 178