The Role of Corporate Branding in a Market Driving Strategy

Veronika Tarnovskaya (), Ulf Elg () and Steve Burt ()
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Veronika Tarnovskaya: Department of Business Administration, School of Economics and Management, Lund University, Postal: Department of Business Administration, School of Economics and Management, Lund University, Box 7080, SE-220 07 Lund, Sweden
Ulf Elg: Department of Business Administration, School of Economics and Management, Lund University, Postal: Department of Business Administration, School of Economics and Management, Lund University, Box 7080, SE-220 07 Lund, Sweden
Steve Burt: Institute for Retail Studies, Postal: Department of Marketing, University of Stirling, Sterling FK9 4LA, Scotland, UK

No 2005/2, Working Paper Series from Lund University, Institute of Economic Research

Abstract: The market orientation literature distinguishes between market driven and market driving approaches. Although, most of the companies provided as examples of the latter approach have strong corporate brands, the corporate brand and associated brand values have not previously been considered as a basis for market driving. We argue that the corporate brand provides a further source of the “leap” in customer value required for a market driving approach. Through a case study of Ikea we illustrate how the core values of the brand guide the behaviour and activities of internal stakeholders and relationships with external stakeholders, and explore the interactions between the global brand values and local market level activities.

Keywords: Brand Values; Market Driving; IKEA; Russia (search for similar items in EconPapers)
Pages: 22 pages
Date: 2005-02-22
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