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Printable Handouts
Navigable Slide Index
- Introduction
- What is a brand?
- Why do people want brands?
- Why do organizations become brands?
- Brands are much more than logos
- Critical comment on brands
- The three waves of corporate branding
- Identity as foundation for the corporate branding
- Conversation between the “I” and the “me”
- Identity conversation applied to organizations
- Culture and image: a dynamic conversation
- Organizational identity: McDonald
- Multiplicity in the identity conversation
- Different functions play different roles
- Consequences of silos and turf wars!
- Two common identity problems
- A company off track: narcissism
- Enron - a special case of narcissism
- A company gone wild: hyper adaptation
- Identity questions inform branding efforts
- Managing alignment behind the corporate brand
- Identity is the foundation for corporate branding
- Corporate brand alignment
- Corporate brand misalignment
- Analyzing yourself as a corporate brand
- Rethinking the LEGO identity
- Moving towards stronger alignment
- LEGO values through generations
- Stating brand values
- Many functions involved in organizational identity
- Beware turf wars: who owns the corporate brand?
- Translating the LEGO values
- LEGO employees seeing brand challenges
- Involving consumer communities: BrickFest 2005
- Integrating for the brand
- Co-created LEGO products/services
- Integrating consumers: important lessons
- LEGO movement towards enterprise mindset
- Moving towards enterprise relationships
- Brand management confronts dilemmas
- Final remarks and thank you
Topics Covered
- What is branding?
- Why do organizations become brands?
- Identity as a foundation for branding
- Identity between culture and image
- Narcissism and hyper-adaptation
- Analyzing a corporate brand
- Corporate brand alignment and misalignment
- Diagnosing your organization as a corporate brand
- A case of corporate branding: LEGO Group
- How to involve stakeholders in the corporate brand
- Dilemmas of brand management.
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Talk Citation
Schultz, M. (2010, July 4). Expressing organizations through corporate branding [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 13, 2024, from https://doi.org/10.69645/GGVK7477.Export Citation (RIS)