New perspectives on communication of change in corporate identity

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• 作者：Seema Gupta ; ^{seemag@iimb.ernet.in" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Corporate identity ; Corporate communication ; Brand identity ; Strategic communication ; Brand migration ; Corporate advertising ; Product advertising
• 刊名：IIMB Management Review
• 出版年：2016
• 出版时间：June 2016
• 年：2016
• 卷：28
• 期：2
• 页码：60-71
• 全文大小：421 K

文摘

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.