Managing Successful Brands: An Empirical Study which Compares the Corporate Cultures of Companies Managing the World's Top 100 Brands with Those Managing Outsider Brands.

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Abstract:

Corporate culture can be a significant, strategic factor in the successful management of brands. Through a comparative research survey into the World's Top 100 brand companies and those outside this category (Outsider brand companies), this article explores whether the corporate cultures of the Top 100 brand companies are different from those of Outsider brand companies.

Most of the significant differences were found in the consumer goods sector, traditionally associated with strong brands. Top 100 managers were found to be more at ease with themselves and their companies than managers of Outsider brands. They were also better able to handle conflict through corporate cultures which emphasised open discussion, (even argument). Significantly, the research found that the corporate cultures of Top 100 brand companies were perceived as 'stronger' than those of Outsider brands, and, though not necessarily a success factor in itself, when linked to values, beliefs and behaviours such as those identified in this paper, were associated with successful brands.

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725799784870487

Publication date: April 1, 1999

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