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首页> 外文期刊>Journal of Business Research >Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock
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Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock

机译：工业市场的表演企业品牌身份：德国假肢制造商Ottobock的情况

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摘要

The assumption that corporate brand identity is an internal creation is increasingly challenged by recently published research, which discusses identity as an ongoing social process of co-creation. The majority of the resulting insights relate to business-to-consumer brands and the relevance of brand identity co-creation to business-to-business branding remains largely undiscovered, even though the notions of interrelation between company and stakeholders are more intense in industrial settings. The purpose of the paper is to understand how a company and its corporate culture, behaviour, brand management and communication approach have to change over time to allow for corporate brand identity co-creation. This paper explores the individual case of a world-leading German prosthetic-technology company. Analysing the branding process over the period 1988 to 2018, we identified four phases in the transformation of corporate brand identity from internally governed to a nested system of identities.
机译：本假设公司品牌身份是内部创造的越来越多地挑战最近发表的研究，讨论了身份作为共同创造的持续社会过程。大多数由此产生的见解与企业对消费者品牌和品牌身份共同创造的相关性涉及企业与商业品牌的相关性仍然是未被发现的，尽管公司与利益相关者之间的相互关系概念在工业环境中更加激烈。本文的目的是了解公司及其企业文化，行为，行为，品牌管理和沟通方式必须随着时间而改变，以允许企业品牌身份共同创造。本文探讨了世界领先的德国假肢技术公司的个人案例。在1988年至2018年期间分析品牌流程，我们确定了四个阶段，在内部管辖到嵌套体系的企业品牌身份转型中的四个阶段。

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