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Brand Marketing Summary

The article "What Does Your Corporate Brand Stand For?" features brand marketing in
organizations. The authors of the article are Mats Urde (an Associate Professor at Lund
University, School of Economics and Management) and Stephen A. Greyser who is the Richard
P. Chapman Professor Emeritus at Harvard Business School, majoring in brand marketing,
advertising, and communication. The article points out the importance of the unified corporate
brand identity of an organization in establishing a competitive front by introducing the concept
of The Corporate Brand Identity Matrix. The matrix is comprised of nine correlated elements,
namely, internal, bridges of internal and external factors, and the external ones. The internal
elements encompass the company's mission and vision, culture, and its distinct capabilities. The
central elements relate to the unique ways that the firm uses in communication, what the brand
stands for, and the values concerning assurance to its customers. The top elements of the matrix
include the company's relationship with customers and other stakeholders, its value proposition,
and how it desires to be perceived in the market. By considering the three layers in detail, a firm
can achieve substantial stability in the market.

Martin and Greyser 2019 highlight the most important tips to consider when a firm is laying
out the matrix and its elements. They emphasize on the latter coming up with questions related to
each brand element than providing honest answers to the corresponding part. The corporate
identity matrix should be brief and bring to point the main aspect of each element. The firm
should also asses its real personality, whether it reflects desirable core values. Another important
thing to consider is staying true to the expression of a brand and seeking to implement values
that will have a lasting effect on the market. Also, an examination should be carried out to asses
if the elements in the identity matrix fit logically and reinforce each other leading to the stability
of the brand. If there exist some weak links, the firm should learn ways to strengthen them. The
authors finally state that reinforcing the stated values each of the matrix elements should be
effectively done by the leadership team to achieve a unified brand identity.

Mats and Greyser 2019 further pinpoint how the corporate brand identity matrix can be
applied to earn the organization an improved reputational image. Also, obtaining new planning
tools in the corporate brand to learn new enterprises, and achieve a clear identity of the
relationship between "mother and daughter" brands. To strengthen the brand's identity, the firm
should seek to improve its service networks, establish awareness workshops, and provide
operational solutions in the daughter brands for the satisfaction of each customer. Also, through
the corporate brand identity matrix, the firm can support the growth of its enterprises by creating
a common understanding of its current identity. In addition, the company should give asses if the
questions posed in the matrix have been answered satisfactorily by conducting surveys in the
related brands. An aspirational corporate brand identity should be reinforced in workshops and
other sessions, to bring to attention to the future position of the firm. It is achievable by creating
awareness of its new products in the market, adoption of new technology, an affinity for new
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markets as well as its need for new customers. The final point highlighted by the authors is about
improving the firm's reputation. It involves keeping track of the employee and customer
satisfaction, employees' dedication and attitudes in management, and adoption of the brand's core
aspects.

The article achieves the bottom line by emphasizing the importance of commitment,
firmness, and ambition in establishing a firm's corporate brand identity. Sometimes, the process
can be achieved quickly and contribute to a significant impact. However, the success of the
brand's identity requires time, refinement, and examination. (Mats and Greyser, 2019)
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Reference

Mats Urde and Stephen A. Greyser, January 2016. The Corporate Brand Identity and
Reputation Matrix—The Case of the Nobel Prize. Journal of Brand Management.

Mats Urde and Stephen A. Greyser, January—February 2019 issue. What Does Your
Corporate Brand Stand For? Harvard Business Review (pp.80–89)