Balancing corporate branding policies in multi-business companies

Cees B. M. Riel and Guido Berens

Chapter Chapter 3 in Raising the Corporate Umbrella, 2001, pp 43-61 from Palgrave Macmillan

Abstract: Abstract The CEO/Chairman looked once more at the letter he had just drafted for his management team and strategic business unit directors. It was a great letter — in his opinion. It formulated why the company had to change the multi-branding strategy into a more uniform approach. The arguments were crystal-clear: it would increase familiarity for the company; it would be more attractive for the labor market; communications could be spread across the corporate entity; and, the shareholders would appreciate cost reductions that could be gained by the revised strategy. He also thought, personally, that it would be advantageous because his friends at the golf club would get a better impression of the company he was responsible for as well.

Keywords: Parent Company; Business Unit; Corporate Identity; Brand Extension; Corporate Level (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55458-0_3

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DOI: 10.1057/9780230554580_3

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