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• Article | Harvard Business Review | January–February 2019

  What Does Your Corporate Brand Stand For?

  Stephen A. Greyser and Mats Urde

  While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
  A strong corporate identity provides direction and purpose, boosts the standing of products, aids in recruiting, and shores up a firm’s reputation. To help organizations define theirs, the authors have devised a tool called the corporate brand identity matrix. It guides teams through an examination of the nine components of corporate identity, which include mission, culture, relationships, and core values and promises. Often that exercise reveals broken links between the elements that executives need to align and strengthen.
  This article describes how companies have used the matrix to clarify their relationships with daughter brands, retool their identities to support new businesses, revamp their overall image, evaluate targets for acquisition, and more.

  Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy;

  Citation:

  Greyser, Stephen A., and Mats Urde. "What Does Your Corporate Brand Stand For?" Harvard Business Review 97, no. 1 (January–February 2019): 80–88.  View Details

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• Case | HBS Case Collection | December 2018

  The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

  Stephen A. Greyser and Mats Urde

  Citation:

  Greyser, Stephen A., and Mats Urde. "The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize." Harvard Business School Case 919-409, December 2018.  View Details

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• Teaching Note | HBS Case Collection | December 2018

  The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

  Stephen A. Greyser and Mats Urde

  Citation:

  Greyser, Stephen A., and Mats Urde. "The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize." Harvard Business School Teaching Note 919-410, December 2018.  View Details

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