Michael Morley - The Global Corporate Brand Book

THE GLOBAL CORPORATE BRAND BOOK

Michael Morley

Michael Morley 2009

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First published 2009 by
PALGRAVE MACMILLAN

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ISBN-13: 9781403996633

This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin.

A catalogue record for this book is available from the British Library.

A catalog record for this book is available from the Library of Congress.

10 9 8 7 6 5 4 3 2 1
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Printed and bound in Great Britain by
CPI Antony Rowe, Chippenham and Eastbourne

This book is for Ingrid

List of figures, tables and exhibits

About the author

Acknowledgments and authors notes

Brandaholics

Trust and affection

Irresistible

Family brands

Who is the corporate brand manager?

Brandocracy

1 The brand house

2 The house of brands

Investors

Employees

Communities

Distributors and retailers

Government

Suppliers

Consumers

3 We are family

Personal experience

Competitive advantage

Public scrutiny

Ready access

Transparent

Long-term thinking

Ownership the power to lead

Differentiation

Longevity and continuity

Resilience and resourcefulness

Publicity shy

The Crown Corporation

CEO as brand manager

The architect and inspirational genius

Human interest

Simplification

Vanity

The heart and soul

Alignment

The unstoppable train

Never forget

The sycophants

Nepotism

Aprs moi, le deluge

First among equals

The team, not me alone

5 Transitions the next generation

Personal experience

Zest for adventure

Crown heir

The horse race

6 Location branding

Brands must be true to themselves

Brands must capture the spirit of the people and their shared purpose

Use the brand as a change agent and evolve it over time

Ensure brand positioning can be broadly applied

Ensure unity of vision and common objectives

Benchmarking the brand

Priorities

The Mexico model

7 The boring business of B2B

Stage 1: Pre-existing perception and influences

Global charting

Stage 2: Selection

Stage 3: Recommendation

Stage 4: Review and approval

Stage 5: Decision

Other brand benefits

Small and medium sized businesses (SMBs)

8 Professional service firms

Changing winds

Accounting

Law firms

Management consulting

Political

Sympathy with goals

Scamming and skimming

Donation diversion

Donation leakage

Transparency

10 Living the brand

Inside-out branding

First contact

Vision

Values

Vitality

Veracity

Victory

Volunteerism

11 Mergers and acquisitions

Why so many mergers fail and others succeed

Culture and employees

The runaway train

Branding in the merger process

The Intelligent Clean Room

Going global

Three-step process

12 Rebranding the corporation

Image lags reality

Reasons for rebranding

Making choices

Brand blunders

13 Crisis the defining moment

Potential for risk

Beyond Petroleum?

Fraudulent manipulations

Hidden losses

Refreshing candor

Managing a crisis

Recovery

Corporate brands and new media

14 The pillars creating the brand foundation

Initial research

Defining CSR

Stakeholder mapping

Elements of a CSR Program

Timeless

Social-cause and affinity marketing

Philanthropy

16 Whats it worth?

17 The role of public relations in brand building

Brand

Reputation

Relationships

18 Researching brand reputation

Periodic checks

Check existing sources

The first place to look is internally

Brand and other Best of rankings

Historical data from continuous studies

Societies, ruling bodies and other organizations

Country information

Caravans and omnibus studies

Focus groups

Surveys and polls

Reputation drivers in stakeholder research and content analysis

Other applications for research

Index

Figures

3.1 A diamond is forever

3.1 A diamond is forever

7.1 Pathway to purchase

7.2 The trust barometer

7.3 Corporate brand position

9.1 Stages of brand development

9.2 The relationship between each pillar tells a different story in the brands development

9.3 PowerGrid of brand life cycle

9.4 Gender support for charities

11.1 Critical elements of successful M&A

11.2 The three-step process

12.1 UPS logo designs

13.1 From issue to crisis

13.2 Key risks and level of preparedness

14.1 Simplify and amplify

15.1 Stakeholders: influence and engagement

16.1 Brand Finance valuation process

16.2 Brand evaluation model

18.1 Reputation Drivers spidergram 1

18.2 Reputation Drivers spidergram 2

18.3 Illustration of Echos Integrated Reputation Measurement Scorecard

18.4 Focus on research is changing

Tables

1.1 Top ten brands, 2008

5.1 Attributes for a successful CEO

6.1 Anholt Nations Brands Index Q4 2007 Results

7.1 Brand association hierarchy

8.1 Top ten law firms by revenue, 2007

12.1 Reasons for rebranding

14.1 Brand foundations process, step 1

16.1 The Top Ten

16.2 The highest brand values to overall enterprise value

18.1 Echos Reputation Drivers measurement model

Exhibits

0.1 Brand symbols in common use