Corporate branding and rebranding: an institutional logics perspective

Journal article

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
AuthorsHelen Stuart
Abstract

Purpose
The purpose of this paper is to demonstrate how the institutional logics framework adds a fresh perspective on corporate branding, particularly in times of organisational change and subsequent corporate rebranding.

Design/methodology/approach
The paper examines previous comprehensive approaches to corporate branding in the face of organisational transformation, applying institutional theory which adds to intelligence already developed regarding corporate branding and rebranding in this situation.

Findings
An understanding of the institutional logics framework provides insights into how corporate branding and rebranding in organisations is affected in an environment where the organisation simultaneously holds values and beliefs inherent to two or more competing institutional forms (Townley, 2002).
Research limitations/implications
Further research is required to develop a model which integrates institutional logics into previous approaches to corporate rebranding.

Practical implications
Consideration of the underlying institutional logics of an organisation and how organisational transformation results in competing institutional logics and institutional pluralism leads to profound thinking about branding and rebranding an organisation.

Originality/value
Although there are a number of studies which look at how to evolve the corporate brand in times of organisational transformation, the institutional logics approach has not yet been applied to this issue, except by the author.

Keywordsinstitutional logics; corporate rebranding; organizational transformation
Year2018
JournalJournal of Product and Brand Management
Journal citation27 (1), pp. 96-100
PublisherEmerald Group Publishing Limited
ISSN1061-0421
Digital Object Identifier (DOI)https://doi.org/10.1108/JPBM-05-2016-1198
Scopus EID2-s2.0-85042087257
Publisher's version
File Access Level
Controlled
Publication process dates
Deposited23 Apr 2021
Permalink -

https://acuresearchbank.acu.edu.au/item/8vxw5/corporate-branding-and-rebranding-an-institutional-logics-perspective

Log in to edit

Restricted files

Publisher's version

  • 124
    total views
  • 0
    total downloads
  • 7
    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

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.
An identity-based approach to the sustainable corporate brand
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
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