Companies position themselves in various ways, for example as innovative, reliable, or socially responsible. In addition, large companies often use a variety of different brand names in their communication with stakeholders. Sometimes, the corporate brand is highly visible, while at other times a different brand takes front stage, while the corporate brand merely sits in the background. Both of these activities – positioning and use of the corporate brand – are referred to as “corporate branding”.
Our research focuses on the effectiveness of different corporate branding strategies. When should companies prominently show the company behind their brands? And when does a positioning focusing on reliability or corporate social responsibility produce the most favourable results? Articles on corporate branding by CCC members have appeared in the Journal of Marketing and the Journal of Business Ethics, among others.”