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Are the Strategic Stars Aligned for Your Corporate Brand?
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- Words:
- 592
- Submitted:
- Mon Jun 19 2006
... Are the Strategic Stars Aligned for Your Corporate Brand? Summary The authors discussed the importance of Corporate Brand and how to implement it by utilizing their tool kit to analyze, diagnose, and uncover issues which could possibly obstruct a company from reaching its success. By conducting research on 100 companies worldwide, they found that three key elements, which are vision, culture, and image, must be correctly aligned in order to complete this strategic implementation and earn satisfactory results. Each element is driven by a different constituency. Vision is strategically formed by top management. Corporate culture is created through behaviors and attitudes of employees, which consequently result in the company's values. Image is the perception of external entities on a company. In order to effectively generate a corporate brand, the top management, employees, and other stakeholders must develop three-way relationships to drive each other, support those elements, promote corporate values, and eliminate pitfalls
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