1. Corporate BrandingGroup 31 Martin Nordstrm Berg Vincent Kleinemeier Simon Christopher Kubasch Belinda Kristence Srensen 2. Corporate BrandingGroup 31 Martin Nordstrm Berg Vincent Kleinemeier Simon Christopher Kubasch Belinda Kristence Srensen 3. Chosen articleTaking Up the Challenge of CorporateBranding: An Integrative Frameworkby Kenneth De Roeck, Franois Maon, and Christophe Lejeune 4. Introduction Purpose of article: provide guidance formanagers Viewpoint on CB: ongoing strategicprocess Managers task: Communicate the identity 5. Hatch and Schultzs (2003) Corporate Brand ModelStrategic VisionOrganizationalCultureReputation 6. K. De Roeck et al.s (2010) Integrative FrameworkStrategic VisionOrganizationalCultureReputationConstrued ImageIntended ImageOrganizationalIdenity 7. Interplay Between Strategic Vision and Organizational CultureStrategic VisionOrganizationalCultureReputationConstrued ImageIntended ImageOrganizationalIdenity 8. Interplay Between Strategic Vision and ReputationStrategic VisionOrganizationalCultureReputationConstrued ImageIntended ImageOrganizationalIdenity 9. Interplay Between Reputation and Organizational CultureStrategic VisionOrganizationalCultureReputationConstrued ImageIntended ImageOrganizationalIdenity 10. K. De Roeck et al.s (2010) Integrative FrameworkStrategic VisionOrganizationalCultureReputationConstrued ImageIntended ImageOrganizationalIdenity 11. Positioning into the research field Hatch and Schultzs comprehensive model Macro level Micro level Target audience: Managers (EuropeanManagement Review) Practical perspective 12. Discussion + Extension of existing model + Linking macro to micro-perspective Not critical towards corporate branding 13. Questions? 14. Questions?