Management Strategies for the Corporate Brand: the Role of the Reputation in Differentiation - Liderando la reputación corporativa de las empresas - Corporate
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Reputation & Reputational Risks

Insights May 2012

Management Strategies for the Corporate Brand: the Role of the Reputation in Differentiation

The importance of corporate brands in the management of large companies is increasing, turning corporate brands into the drivers of differentiation and value in the context of growing globalisation and competition. Reputation plays an important role when it comes to competition in the new economy of the 21st century.

International companies, such as Philips, Repsol or Telefónica, increasingly choose a monolithic architecture for maintaining the corporate brand: the corporate brand or “master brand” acts as an umbrella, guide and axis for projecting the brand’s identity to the entire business and activities of the company. But how effective is this strategy for repositioning brands historically linked to the broad consumer sector, such as Philips, for simplifying and implementing technological convergence for a client like Telefónica or even for expanding into different markets and acquiring new companies, as in the case of Repsol?

This document was prepared by Corporate Excellence – Centre for Reputation Leadership with references, among other sources, to statements made by Nuria Villagra (Lecturer at the Faculty of Information Sciences, University of Complutense de Madrid), Ángel Alloza (CEO of Corporate Excellence – Centre for Reputation Institute), Ángeles Barrios (Director for Communication and External Relations, Philips Ibérica), Pablo Aranguren (Director for Corporate Brand, Telefónica) and Pilar Marques (Director for Corporate Reputation, Brand and Digital Communication, Repsol) during the Branding Days event organised by the University of Complutense in Madrid, on January 17 and 18, 2012.