New perspectives on communication of change in corporate identity

New perspectives on communication of change in corporate identity

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This paper addresses a gap in the literature on communication of change in corporate identity (CI) by investigating the brand migration of Bosch in India. Based on an in-depth case study of Bosch in India, this paper develops seven propositions and conceptualises a framework for strategic communicat...

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Bibliographic Details
Main Author: Seema Gupta
Format: Article
Language:English
Published: Elsevier 2016-06-01
Series:IIMB Management Review
Subjects:
Corporate identity
Corporate communication
Brand identity
Strategic communication
Brand migration
Corporate advertising
Product advertising
Online Access:http://www.sciencedirect.com/science/article/pii/S0970389616300155
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spelling doaj-fe5139447390415e9064103e32df9a3f2020-11-24T20:59:16ZengElsevierIIMB Management Review0970-38962016-06-01282607110.1016/j.iimb.2016.04.001New perspectives on communication of change in corporate identitySeema GuptaThis paper addresses a gap in the literature on communication of change in corporate identity (CI) by investigating the brand migration of Bosch in India. Based on an in-depth case study of Bosch in India, this paper develops seven propositions and conceptualises a framework for strategic communication of change in CI. The key propositions centre around strategic orientation, a constituency focussed approach, dual branding as an intermediate stage, integrating product messages with corporate messages, having a long time horizon to prevent loss of continuity, measuring effectiveness with a hierarchy of effects, and harnessing reciprocity of advertising and public relations.http://www.sciencedirect.com/science/article/pii/S0970389616300155Corporate identityCorporate communicationBrand identityStrategic communicationBrand migrationCorporate advertisingProduct advertising
collection DOAJ
language English
format Article
sources DOAJ
author Seema Gupta
spellingShingle Seema Gupta
New perspectives on communication of change in corporate identity
IIMB Management Review
Corporate identity
Corporate communication
Brand identity
Strategic communication
Brand migration
Corporate advertising
Product advertising
author_facet Seema Gupta
author_sort Seema Gupta
title New perspectives on communication of change in corporate identity
title_short New perspectives on communication of change in corporate identity
title_full New perspectives on communication of change in corporate identity
title_fullStr New perspectives on communication of change in corporate identity
title_full_unstemmed New perspectives on communication of change in corporate identity
title_sort new perspectives on communication of change in corporate identity
publisher Elsevier
series IIMB Management Review
issn 0970-3896
publishDate 2016-06-01
description This paper addresses a gap in the literature on communication of change in corporate identity (CI) by investigating the brand migration of Bosch in India. Based on an in-depth case study of Bosch in India, this paper develops seven propositions and conceptualises a framework for strategic communication of change in CI. The key propositions centre around strategic orientation, a constituency focussed approach, dual branding as an intermediate stage, integrating product messages with corporate messages, having a long time horizon to prevent loss of continuity, measuring effectiveness with a hierarchy of effects, and harnessing reciprocity of advertising and public relations.
topic Corporate identity
Corporate communication
Brand identity
Strategic communication
Brand migration
Corporate advertising
Product advertising
url http://www.sciencedirect.com/science/article/pii/S0970389616300155
work_keys_str_mv AT seemagupta newperspectivesoncommunicationofchangeincorporateidentity
_version_ 1716783055439396864

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