Corporations are people too

Date of publication: June 15, 1992

Author: Max Blackston

Abstract:

This paper develops and extends the author’s previous work on a theory of Brand Relationships. Based on the definition of a Brand Relationship as the interaction of the consumer's attitudes with those of the brand, an analytical framework for understanding and building corporate brands is developed and illustrated. It is argued that the articulation of an appropriate set of "attitudes" for the corporate brand is just as important as developing a corporate brand "personality". The paper examines a number of common issues in corporate positioning - creating customer satisfaction, developing trust in the corporate brand, and achieving corporate leadership - all from a Brand Relationship perspective. In each case, it is shown how the Brand Relationship is a function of two distinct constructs - the brand's personality and the brand's attitudes. Brand Relationship Mapping, a device for illustrating the interaction of brand personalities and brands' attitudes, is introduced. Relationships with the major corporate brands in three different industries are analyzed, using Brand Relationship Maps. The analysis of relationships with corporate brands leads to an understanding of the influence of consumers'’ perceptions of risk, and how this can affect their brand choice behavior. In establishing the correct emphasis between corporate branding and individual product or service branding, the paper shows how a strong positive relationship between the consumer and the corporate brand can act as both a launchpad and a safety net for individual brands while, in the opposite situation, relationships with individual product brands may be adversely affected by too close an association with the parent corporate brand. Case histories in the paper cover a number of corporate sectors, including Automobiles, Computers, Insurance, and Telecommunications.

Max Blackston

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