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<meta content="Stuart, Helen" name="eprints.creators_name" />
<meta content="Jones, Colin D." name="eprints.creators_name" />
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<meta content="Corporate Branding in Marketspace" name="eprints.title" />
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<meta content="Consistency of the Corporate Brand, Websites, Internet, Organizational Boundaries, Marketspace" name="eprints.keywords" />
<meta content="Copyright 2004 Palgrave-Macmillan. Reproduced in accordance with the publishers policy. This is a post-peer-review, pre-copy-edit version of an article published in Corporate Reputation Review. The definitive publisher-authenticated version is available online at: http://www.palgrave-journals.com/crr/index.html" name="eprints.note" />
<meta content="Many existing companies have set up corporate websites in response to competitive pressures and/or the perceived advantages of having a presence in marketspace. However, the effect of this form of communication and/or way of doing business on the corporate brand has yet to be examined in detail. In this article we argue that the translation of corporate brand values from marketplace to marketspace is often problematic, leading to inconsistencies in the way that the brand values are interpreted.
Some of issues discussed are: 1) the effect of changed organizational boundaries on the corporate brand, 2) the need to examine whether it is strategically feasible to translate the corporate brand values from marketplace to marketspace, 3) the inherent difficulty in communicating the emotional aspects of the corporate brand in marketspace, and 4) the need to manage the online brand, in terms of its consistency with the offline brand. The conclusion reached is that a necessary part of the process of embracing marketspace as part of a corporate brand strategy is a plan to manage the consistency and continuity of the corporate brand when applied to the Internet. In cases where this is not achievable, a separate corporate brand or a brand extension is a preferable alternative.
" name="eprints.abstract" />
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<meta content="Aaker, D.A. and Joachimsthaler, E. (2000), "The brand relationship spectrum: The key to the brand architecture challenge", California Management Review, 42(4): 8-23.
Balmer, J.M.T. (2001), 'Corporate identity, corporate branding and corporate marketing: Seeing through the fog', European Journal of Marketing, 35(3/4): 248-291.
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Bickerton, D. (2000), "The Six Conventions of Corporate Branding", paper presented at the 4th International Conference on Corporate Reputation, Identity, and Competitiveness, Copenhagen, 20 May 2000.
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Lituchy, T. R. and Rail, A. (2000), "Bed and Breakfasts, Small Inns, and the Internet: The Impact of Technology on the Globalization of Small Businesses", Journal of International Marketing, 8(2): 86-97.
Meuter, M.L., Ostrom, A.L., Roundtree, R.I. and Bitner, M.J. (2000), "Self-service technologies: Understanding customer satisfaction with technology-based service encounters", Journal of Marketing, 64(3): 50-72.
Mohammed, R.A., Fisher, R.J., Jaworski, B.J. and Cahill, A.M. (2002), Internet marketing: Building advantage in a networked economy, McGraw-Hill/Irwin, Sydney.
Pattinson, H. and Brown, L. (1996), "Chameleons in Marketspace", Journal of Marketing Practice: Applied Marketing Science, 2(1): 7-21.
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Reichheld, F.F. and Schefter, P. (2000), "E-loyalty: Your secret weapon on the web", Harvard Business Review, 78(4): 105-113.
Ries, A. and Ries, L. (2000), The 11 immutable laws of Internet branding, Harper Business, London.
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Washburn, J.H., Till, B.D. and Priluck, R. (2000), "Co-branding: brand equity and trial effects", The Journal of Consumer Marketing, 17(7): 591-604.
Watson, R. T., Zinkhan, G. M. and Pitt, L. F. (2000), " Integrated Internet Marketing", Communications of the ACM, 43(6): 97-102.
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Zineldin, M. (2000), "Beyond Relationship Marketing: technologicalship marketing", Market Planning and Intelligence, 18(1): 9-23." name="eprints.referencetext" />
<meta content="Stuart, Helen and Jones, Colin D. (2004) Corporate Branding in Marketspace. Corporate Reputation Review, 7 (1). pp. 84-93. ISSN 1363-3589" name="eprints.citation" />
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<meta content="Many existing companies have set up corporate websites in response to competitive pressures and/or the perceived advantages of having a presence in marketspace. However, the effect of this form of communication and/or way of doing business on the corporate brand has yet to be examined in detail. In this article we argue that the translation of corporate brand values from marketplace to marketspace is often problematic, leading to inconsistencies in the way that the brand values are interpreted.
Some of issues discussed are: 1) the effect of changed organizational boundaries on the corporate brand, 2) the need to examine whether it is strategically feasible to translate the corporate brand values from marketplace to marketspace, 3) the inherent difficulty in communicating the emotional aspects of the corporate brand in marketspace, and 4) the need to manage the online brand, in terms of its consistency with the offline brand. The conclusion reached is that a necessary part of the process of embracing marketspace as part of a corporate brand strategy is a plan to manage the consistency and continuity of the corporate brand when applied to the Internet. In cases where this is not achievable, a separate corporate brand or a brand extension is a preferable alternative.
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<h1 class="ep_tm_pagetitle">Corporate Branding in Marketspace</h1>
<p style="margin-bottom: 1em" class="not_ep_block"><span class="person_name">Stuart, Helen</span> and <span class="person_name">Jones, Colin D.</span> (2004) <xhtml:em>Corporate Branding in Marketspace.</xhtml:em> Corporate Reputation Review, 7 (1). pp. 84-93. ISSN 1363-3589</p><p style="margin-bottom: 1em" class="not_ep_block"></p><table style="margin-bottom: 1em" class="not_ep_block"><tr><td valign="top" style="text-align:center"><a href="http://eprints.utas.edu.au/821/1/13590871.pdf"><img alt="[img]" src="http://eprints.utas.edu.au/style/images/fileicons/application_pdf.png" class="ep_doc_icon" border="0" /></a></td><td valign="top"><a href="http://eprints.utas.edu.au/821/1/13590871.pdf"><span class="ep_document_citation">PDF</span></a> - Full text restricted - Requires a PDF viewer<br />103Kb</td></tr><tr><td valign="top" style="text-align:center"><a onmouseover="EPJS_ShowPreview( event, 'doc_preview_822' );" href="http://eprints.utas.edu.au/821/2/corporate-branding-marketspace.pdf" onmouseout="EPJS_HidePreview( event, 'doc_preview_822' );"><img alt="[img]" src="http://eprints.utas.edu.au/style/images/fileicons/application_pdf.png" class="ep_doc_icon" border="0" /></a><div class="ep_preview" id="doc_preview_822"><table><tr><td><img alt="" src="http://eprints.utas.edu.au/821/thumbnails/2/preview.png" class="ep_preview_image" border="0" /><div class="ep_preview_title">Preview</div></td></tr></table></div></td><td valign="top"><a href="http://eprints.utas.edu.au/821/2/corporate-branding-marketspace.pdf"><span class="ep_document_citation">PDF (Author version)</span></a> - Requires a PDF viewer<br />54Kb</td></tr></table><p style="margin-bottom: 1em" class="not_ep_block">Official URL: <a href="http://dx.doi.org/10.1057/palgrave.crr.1540213">http://dx.doi.org/10.1057/palgrave.crr.1540213</a></p><div class="not_ep_block"><h2>Abstract</h2><p style="padding-bottom: 16px; text-align: left; margin: 1em auto 0em auto">Many existing companies have set up corporate websites in response to competitive pressures and/or the perceived advantages of having a presence in marketspace. However, the effect of this form of communication and/or way of doing business on the corporate brand has yet to be examined in detail. In this article we argue that the translation of corporate brand values from marketplace to marketspace is often problematic, leading to inconsistencies in the way that the brand values are interpreted.
Some of issues discussed are: 1) the effect of changed organizational boundaries on the corporate brand, 2) the need to examine whether it is strategically feasible to translate the corporate brand values from marketplace to marketspace, 3) the inherent difficulty in communicating the emotional aspects of the corporate brand in marketspace, and 4) the need to manage the online brand, in terms of its consistency with the offline brand. The conclusion reached is that a necessary part of the process of embracing marketspace as part of a corporate brand strategy is a plan to manage the consistency and continuity of the corporate brand when applied to the Internet. In cases where this is not achievable, a separate corporate brand or a brand extension is a preferable alternative.
</p></div><table style="margin-bottom: 1em" cellpadding="3" class="not_ep_block" border="0"><tr><th valign="top" class="ep_row">Item Type:</th><td valign="top" class="ep_row">Article</td></tr><tr><th valign="top" class="ep_row">Additional Information:</th><td valign="top" class="ep_row">Copyright 2004 Palgrave-Macmillan. Reproduced in accordance with the publishers policy. This is a post-peer-review, pre-copy-edit version of an article published in Corporate Reputation Review. The definitive publisher-authenticated version is available online at: http://www.palgrave-journals.com/crr/index.html</td></tr><tr><th valign="top" class="ep_row">Keywords:</th><td valign="top" class="ep_row">Consistency of the Corporate Brand, Websites, Internet, Organizational Boundaries, Marketspace</td></tr><tr><th valign="top" class="ep_row">Subjects:</th><td valign="top" class="ep_row"><a href="http://eprints.utas.edu.au/view/subjects/350208.html">350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350208 Organisational Planning and Management</a><br /><a href="http://eprints.utas.edu.au/view/subjects/350206.html">350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350206 Advertising and Public Relations</a><br /><a href="http://eprints.utas.edu.au/view/subjects/350204.html">350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research</a><br /><a href="http://eprints.utas.edu.au/view/subjects/350213.html">350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350213 Electronic Commerce</a></td></tr><tr><th valign="top" class="ep_row">ID Code:</th><td valign="top" class="ep_row">821</td></tr><tr><th valign="top" class="ep_row">Deposited By:</th><td valign="top" class="ep_row"><span class="ep_name_citation"><span class="person_name">Mr Colin D Jones</span></span></td></tr><tr><th valign="top" class="ep_row">Deposited On:</th><td valign="top" class="ep_row">15 Mar 2007</td></tr><tr><th valign="top" class="ep_row">Last Modified:</th><td valign="top" class="ep_row">09 Jan 2008 02:30</td></tr><tr><th valign="top" class="ep_row">ePrint Statistics:</th><td valign="top" class="ep_row"><a target="ePrintStats" href="/es/index.php?action=show_detail_eprint;id=821;">View statistics for this ePrint</a></td></tr></table><p align="right">Repository Staff Only: <a href="http://eprints.utas.edu.au/cgi/users/home?screen=EPrint::View&eprintid=821">item control page</a></p>
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