4 What elements are pivotal when creating brand equity in the identity approach?
5 What methods are used to uncover the internal elements, corporate identity
and organizational identity of brand identity?
6 How are the methods used to study organizational identity different from
those used when studying image and reputation?
7 Why can a misalignment in identities weaken the brand?
8 How can misalignments between multiple identities be identified?
9 How can ‘living the brand’ be implemented in practice?
References and further reading
Key readings are in bold type.
Aaker, D. A. (1991) Managing Brand Equity, New York: Free Press Business
Aaker, D. A. and Joachimsthaler, E. (2000) Brand Leadership, New York: Free Press Business
Abratt, R. (1989) ‘A new approach to the corporate image management process’, Journal of
Marketing Management, 5 (1): 63–76
Albert, S. and Whetten, D. (1985) ‘Organizational identity’, Research in Organizational
Behavior, 7: 263–95
Argenti, P. A. (1998) ‘Strategic employee communications’, Human Resource
Management, 37 (3–4): 199–207
Balmer, J. M. T. (1995) ‘Corporate branding and connoisseurship’, Journal of General
Management,21 (1): 24–46
Balmer, J. M. T. (1998) ‘Corporate identity and the advent of corporate marketing’, Journal
of Marketing Management, 14 (8): 963–96
Balmer, J. M. T. (2001a) ‘The three virtues and seven deadly sins of corporate brand
management’, Journal of General Management, 27 (1): 1–17
Balmer, J. M. T. (2001b) ‘Corporate identity, corporate branding and corporate marketing;
seeing through the fog’, European Journal of Marketing(special edition on corporate
identity): 35 (3–4): 248–91
Balmer, J. M. T. and Greyser, S. E. (2003) Revealing the Corporation: Perspectives on
Identity, Image, Reputation, Corporate Branding, and Corporate-level Marketing,
London: Routledge
Berens, G., van Riel, C. B. M. and van Bruggen, G. H. (2005) ‘Corporate associations and
consumer product responses: the moderating role of corporate brand dominance’,
Journal of Marketing, 69 (3) (July): 35–18
Bernstein, D. (1984) Company Image and Reality: A Critique of Corporate
Communications, Eastborne: Holt, Rinehart & Winston
Chernatony, L. De (1999), ‘Brand management through narrowing the gap between brand
identity and brand reputation’, Journal of Marketing Management, 15: 157–59
Collins, J. C. and Porras, J. I. (1994) Built to Last: Successful Habits of Visionary
Companies, New York: Harper Business
Fombrun, J. C. and van Riel, C. B. M. (1998) ‘The reputational landscape’, Corporate
Reputation Review, 1 (1): 5–13, reprinted in J. M. T. Balmer and S. Greyser, (eds)
Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate
Branding, and Corporate-level Marketing, London: Routledge (2003)
Gioia, D. A., Schultz, M. and Corley, K. G. (2000) ‘Organizational identity, image and
adaptive instability’,Academy of Management Review, 25 (1): 63–81
80 Seven brand approaches