Uncovering The Corporate Brand
How can a corporate brand’s core values be uncovered and categorized? This research explored the identification of core values that are both externally perceived and internally rooted within organizations.
By examining the track records of brands like Volvo, IKEA, IBM, and Scanpump, the study introduces a framework to classify core values as true, aspirational, potential, or hollow, offering insights into their evolution and management.
The aim of this research project was the uncovering of a corporate brand’s core values (Journal of Management and Decision Making, 2009). Following up on one key aspect of heritage, track record, I set out to explore ways to uncover a corporate brand’s core values. The approach is to identify patterns of core values that are (1) perceived externally by customers and non-customer stakeholders and (2) rooted internally within the organization.
All established corporate brands have track records. They may vary in length and continuity. All established corporate brands have core values making up the backbone of their brands’ track records – whether they are defined or not. The core values may also vary in number, in the degree to which they are rooted internally, and in the extent to which they are perceived by the outside world.
This research project integrates, further develops, and links the concepts of track record and core values.
The study of the track records of Volvo, IKEA, IBM, and Scanpump gives insights into core values and how they evolve. Four categories of core values emerge, termed true, aspirational, potential, and hollow. The management implications of “how to build true corporate values and avoid hollow ones” are discussed using the core value grid and examples from the case studies.
This research project integrates, further develops, and links the concepts of track record and core values. The time dimension and dynamics of the identity of a brand are illustrated and discussed, inspired by the findings of the projects on monarchies and heritage. My earlier and continuous work on core values is further elaborated, deepened, and broadened. The main managerial contribution, in my view, is the core value grid, which uncovers values such as true, potential, aspirational, and hollow.