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首页> 外文期刊>Journal of Brand Management >Corporate brand orientation: What is it? What of it?
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Corporate brand orientation: What is it? What of it?

机译：企业品牌定位：这是什么？怎么了

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摘要

In this article, the corporate brand orientation notion is formally introduced. To date, the brand orientation notion, as it applies to corporate brands, tends to be impli?cit rather than explicit. A corporate brand orientation refers to a category of institution where the corporate brand specifically acts as an entity's cornerstone. It is a centripetal force that informs and guides the organisation. As such, both inherent and espoused cor?porate brand values/the corporate brand covenant underpins an organisation's core phi?losophy and culture. It is also reflected in an entity's purposes, activities and ethos (its corporate identity). It may also enlighten corporate strategy and management vision and provide a hub from which corporate brand communications and reputations can be eval?uated. Key determinates of a corporate brand include meaningful identification with the corporate brand covenant/promise on the part of organisational members. A corporate brand orientation requires amenability to corporate marketing precepts that focuses on customers and other stakeholders taking an omni-temporal perspective and is mindful that corporate marketing is underpinned by societal and corporate social responsibility tenets. It is argued that a corporate brand orientation represents a logical development, if not a logical denouement, of the brand orientation notion. In accordance with the precepts of this journal, the management of corporate brand orientation is considered.
机译：在本文中，正式介绍了企业品牌定位概念。迄今为止，适用于企业品牌的品牌定位概念趋向于隐含而非明示。公司品牌定位是指机构品牌专门充当实体基石的一种机构类别。这是向心提供信息并指导组织的力量。因此，固有的和拥护的公司品牌价值/公司品牌契约都支撑着组织的核心哲学和文化。它也反映在实体的目的，活动和精神（其企业形象）中。它还可以启发企业战略和管理远景，并提供一个评估企业品牌传播和声誉的枢纽。企业品牌的关键决定因素包括组织成员对企业品牌盟约/承诺的有意义的识别。企业品牌定位需要适应企业营销原则，即以全时视角关注客户和其他利益相关者，并牢记企业营销以社会和企业社会责任原则为基础。有人认为，企业品牌定位代表着品牌定位概念的逻辑发展，即使不是逻辑上的否定。根据该杂志的规定，考虑企业品牌定位的管理。

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