How corporations’ transition from product branding to corporate branding

Abstract: Purpose: This study explores and defines the transition from product branding to corporate branding by answering the following research questions: • Why are corporations transitioning from product branding to corporate branding? • How are corporations transitioning from product branding to corporate branding? • What does it mean for corporations to transition from product branding to corporate branding? Design/methodology/approach A qualitative research approach was suitable for this research since we studied a complex phenomenon. The primary data was collected through semi-structured interviews with the corporations Thule and Pantamera. The secondary data was collected through corporations’ websites. Findings: Corporations undergo three key stages when transitioning from product branding to corporate branding: 1. Brand strategy 2. Brand communication 3. Brand reinvestment. Stage 1 includes changing the corporations’ mission & vison, brand core, and position. Stage 2 includes switching to value-based communication, building a credible relationship with stakeholders, and communicating one consistent message. Stage 3 includes reinvesting continuously in the corporate brand. Research limitations/implications: Since the study only includes two corporations, it would be of interest for further research to include a higher number of corporations in a similar study to gain a deeper insight into the transition. Thereafter to conduct a quantitative study to determine whether the findings are generalizable or not. Practical implications: The different stages of transitioning can be used as guidance for managers who seek to converse their marketing strategy from product branding to corporate branding. Originality/value: The paper is among the first of its kind to explore the ongoing phenomena of transition from product branding to corporate branding. Thus, it adds to the existing gap, both theoretically and practically, regarding management of corporate brands.