White paper: corporate branding en models

White paper: corporate branding en models

Delen op twitter Delen op facebook

Dit white paper is geschreven door Ronald van Haaften. Het betreft een verkorte uitvoering van zijn MBA afstudeerproject over ‘corporate branding en brand models’. Het paper is in het engels geschreven en beschrijft hoe jonge succesvolle internationale bedrijven, vaak gedreven door enorme groeidoelstellingen, de corporate positionering nogal eens uit het oog verliezen. Een gemiste kans volgens van Haaften. Hij komt in dit paper met een nieuw corporate branding model wat bedrijven kunnen gebruiken om enerzijds de bedrijfsdoelen te kunnen behalen en anderzijds een sterk merk te kunnen bouwen.  


Corporate branding is a subject that personally intrigues me as a marketer, due to its scientific deepening and pragmatic character combined with a management triangulation with angles from organizational strategy, business development and marketing strategy. Corporate branding means; strategic corporate orientation, harmonization and communication between the firm and its external environment, to create, build and maintain the right set of brand associations. In the playing field of business administration, corporate branding fits within the sub-area of marketing management and communication strategy. Hence corporate branding should be one of the strategic objectives of the marketing strategy plan of international organizations.


A problem for young international organizations is the lack of cross border brand recognition, especially in case of multiple business units scattered across continents or countries. Mature market leaders are recognized and have been able to create a positive set of brand associations within the market. Not surprisingly, a lack of brand recognition and brand awareness counts as well for entrepreneurial national and international organizations. Young successful international organizations are often driven by extremely ambitious (and aggressive) entrepreneurs. To manage their investment programs they need to “deliver” their objectives to secure CAPEX and long term shareholder investments. Therefore, it is necessary to take a strategic proposition and obtain



Click here to download PDF


Brand Management

Dit is Brand Management


Een weblog over actuele, nuttige, leerzame en leuke wetenswaardigheden over merken- en marketingzaken! Samen met onze enthousiaste bloggers brengen wij "harde" informatie over marketingmodellen en zachte onderwerpen als ‘weetjes’, opinies, columns en merkfeiten.




19 reacties op “White paper: corporate branding en models”

  1. fitflop sale schreef:

    I not to mention my pals appeared to be checking the nice points from your site then then came up with a horrible suspicion I had not expressed respect to the web site owner for those techniques. Most of the boys came for this reason glad to read all of them and have quite simply been loving these things. Thank you for being very accommodating and for pick out such marvelous guides millions of individuals are really needing to be informed on. Our sincere apologies for not expressing gratitude to you earlier.

  2. I am glad for commenting to let you be aware of what a fantastic discovery my wife’s princess obtained using your web site. She came to understand several issues, not to mention what it is like to possess a marvelous helping spirit to get many more really easily know precisely specific complicated topics. You undoubtedly surpassed our own expected results. Thanks for churning out the powerful, dependable, revealing and also cool thoughts on the topic to Tanya.

  3. curry 6 schreef:

    Thanks a lot for providing individuals with such a superb possiblity to read from this website. It is often very beneficial and as well , jam-packed with a great time for me and my office peers to search your blog more than 3 times in a week to study the fresh things you have got. And lastly, we’re always satisfied with all the powerful techniques you serve. Certain 4 points on this page are definitely the most efficient I have had.

  4. kobe shoes schreef:

    Needed to compose you that very small observation to say thanks a lot yet again on your marvelous views you have featured in this article. It is really shockingly open-handed of people like you in giving freely all a number of people might have offered as an ebook to help with making some money for their own end, chiefly seeing that you could have done it if you ever wanted. The tricks likewise served as the fantastic way to be sure that the rest have the same fervor just like my personal own to know the truth significantly more in regard to this issue. I know there are lots of more pleasurable times ahead for many who read through your blog post.

  5. nmd schreef:

    I enjoy you because of your entire labor on this site. Ellie really likes conducting investigations and it is simple to grasp why. We all learn all of the dynamic way you create practical tips and hints through the web site and encourage contribution from the others on the situation so our favorite girl is actually studying a lot. Take pleasure in the rest of the new year. Your doing a glorious job.

  6. jordan shoes schreef:

    I wish to point out my love for your kind-heartedness for visitors who actually need assistance with the situation. Your special dedication to passing the message along became extremely functional and has continually made folks just like me to attain their endeavors. Your personal helpful report means so much to me and somewhat more to my office colleagues. Thanks a ton; from everyone of us.

  7. My wife and i have been now excited that Jordan could finish off his homework out of the precious recommendations he acquired when using the web site. It’s not at all simplistic just to always be giving away strategies that many many others may have been selling. We see we need you to be grateful to because of that. The specific explanations you’ve made, the simple web site navigation, the friendships your site make it easier to instill – it is many exceptional, and it’s helping our son and the family feel that this theme is satisfying, and that is especially essential. Thank you for the whole lot!

  8. hermes schreef:

    I want to convey my respect for your generosity supporting individuals that actually need assistance with this important matter. Your special dedication to getting the solution around became particularly powerful and have consistently made employees like me to attain their endeavors. Your informative hints and tips signifies so much a person like me and further more to my peers. Warm regards; from everyone of us.

  9. yeezy boost schreef:

    Thanks a lot for giving everyone such a brilliant chance to discover important secrets from this site. It really is so good and stuffed with a lot of fun for me personally and my office acquaintances to search the blog no less than three times in 7 days to learn the latest secrets you will have. And indeed, we’re always satisfied with your remarkable creative concepts you give. Selected 4 tips in this article are definitely the simplest I have ever had.

  10. StepBat schreef:

    Contrareembolso Kamagra Paypal Pharmacies In Canada discount levitra canada What Does Cephalexin Look Like 3 Clomid Depuis Mois Deja Propecia Online Pharmacy Cialis Levitra

  11. kyrie 3 schreef:

    I truly wanted to write a quick remark in order to express gratitude to you for those unique points you are giving out on this website. My prolonged internet look up has finally been compensated with good points to share with my neighbours. I would assert that most of us visitors are really fortunate to live in a good site with many special professionals with beneficial basics. I feel extremely grateful to have discovered the web page and look forward to so many more entertaining times reading here. Thanks once again for everything.

  12. I together with my friends have been checking the great solutions from your website and immediately I had a horrible feeling I had not expressed respect to the web site owner for them. Those young men appeared to be consequently passionate to see them and have now simply been tapping into them. Appreciation for actually being well accommodating and for choosing this form of beneficial subjects millions of individuals are really wanting to understand about. My personal honest regret for not expressing gratitude to you earlier.

  13. StepBat schreef:

    Keflex Anaerobes Tadacip 20 India Amoxicillin Clavulanate Use In Children viagra online prescription Cheap Viagra No Perscription Viagra Us Pharmacy Fedex Delivery

  14. I would like to express my passion for your kind-heartedness in support of women who need assistance with the subject matter. Your special dedication to passing the message all-around became rather productive and have in every case empowered those much like me to achieve their dreams. Your new helpful useful information denotes much to me and somewhat more to my colleagues. With thanks; from each one of us.

  15. node schreef:

    I would like to show some thanks to you for bailing me out of such a challenge. Just after scouting throughout the world-wide-web and meeting suggestions which were not pleasant, I thought my entire life was gone. Being alive devoid of the solutions to the issues you’ve fixed by means of your entire write-up is a serious case, as well as the kind that could have badly damaged my entire career if I had not noticed your web page. That ability and kindness in handling a lot of stuff was valuable. I am not sure what I would’ve done if I had not come across such a solution like this. I am able to at this point relish my future. Thanks so much for the specialized and result oriented guide. I will not be reluctant to refer your site to anyone who should receive counselling about this topic.

  16. I and my pals ended up analyzing the great guidelines from your website then all of a sudden developed a terrible feeling I never thanked the website owner for them. These young men were definitely totally joyful to read them and already have undoubtedly been making the most of them. Thank you for getting indeed considerate and for opting for this form of useful ideas millions of individuals are really eager to understand about. My personal sincere apologies for not expressing appreciation to you sooner.

  17. StepBat schreef:

    Amoxicillin Single Dose Before Dentist Vaigra dapoxetine et tramadol Buy Priligy Dapoxetine United States

Wat vind jij hiervan?

Premium Wordpress Themes Free Wordpress Themes