Corporate Brand Identity and Reputation Matrix
The Corporate Brand Identity and Reputation Matrix
Mats Urde and Stephen A. Greyser · Lund University and Harvard Business School · 2016
Introduction
Identity and Reputation in One Framework
Mats Urde of Lund University and Stephen A. Greyser of Harvard Business School introduced the matrix in 2016. While describing the Nobel Prize as a corporate brand, they found that identity alone did not capture it and that reputation was "an additional necessary dimension" (Urde & Greyser, 2016, p. 94). Identity is the inside view of who the organisation is and what it stands for; reputation is how stakeholders see it, built up over time (pp. 95, 97). The matrix brings both into one framework: it keeps the nine identity elements of Urde's Corporate Brand Identity Matrix and places eight reputation elements around them, each linked to one identity element (pp. 89, 99–103). The authors developed it with 27 interviews in and around the Nobel Prize network, and 14 groups of managers in Scandinavia and the United States used or discussed it to explore their own corporate brands (p. 94).
The Model
Elements
Definitions follow Urde and Greyser (2016, pp. 99–110). The nine identity elements inside the matrix come from Urde's Corporate Brand Identity Matrix; the eight reputation elements around it are adapted from the reputation literature, and communication links the two layers. Each reputation element mirrors one identity element along four linkages and comes with a guiding question, quoted from Table 2 (pp. 89, 99–105). All examples come from the authors' analysis of the Nobel Prize (p. 104, Figure 5, and Tables 3–6).
Identity: External Elements
01
Value Proposition
What the organisation offers and how that offer should win over customers and other stakeholders who do not buy. It is one of the three external elements, aimed at the receivers of the brand. The competences are the prerequisites that back it up (Urde & Greyser, 2016, pp. 99, 103, 106).
Nobel Prize: "Celebration and propagation of scientific discovery and cultural achievements" (Urde & Greyser, 2016, p. 104).02
Relationships
The kind of relationship the organisation wants to have with its main customers and with stakeholders who are not customers. It is an external element, and the culture of the organisation relates to it and reflects it (Urde & Greyser, 2016, pp. 99, 103, 109).
Nobel Prize: Integrity, respect and dialogue (Urde & Greyser, 2016, pp. 104, 109).03
Position
The place the organisation wants to hold in the market and in the minds of its main customers and other stakeholders (Urde & Greyser, 2016, p. 103). As an identity element, the wanted position shows that ambition belongs to what a brand stands for and how it wants to be seen (p. 105).
Nobel Prize: "The world's most prestigious award" (Urde & Greyser, 2016, pp. 104–105).
Identity: Internal and External Elements
04
Expression
The distinctive way in which the organisation communicates and presents itself, so that it is recognised from afar (Urde & Greyser, 2016, p. 103). Expression "defines the verbal and visual manifestations of the brand" (p. 100) and usually covers every form of communication, from advertising and design to the media used (p. 108).
Nobel Prize: "Symbolic according to traditions with a modern open approach": physical and figurative symbols carry the heritage, while outreach such as the Nobel Dialogue Week and nobelprize.org adds the modern, open side (Urde & Greyser, 2016, p. 108).05
Brand Core: Promise and Core Values
The centre of the identity: a brand promise together with the core values that carry it (Urde & Greyser, 2016, p. 100). The core works as a hub, so all identity and reputation elements are connected to it and influenced by it (Urde & Greyser, 2016, p. 104). Urde defines it as "an entity of core values supporting and leading to a promise" (Urde, 2013, p. 752, as cited in Urde & Greyser, 2016, p. 104).
Nobel Prize: The promise "For the benefit of mankind", taken from Alfred Nobel's will, with the core values discovery, excellence and engagement for higher ideals (Urde & Greyser, 2016, p. 104).06
Personality
The human traits and qualities that together make up the character of the corporate brand (Urde & Greyser, 2016, p. 103). Personality "describes the corporate brand's individual character" and, like expression and the brand core, belongs to the inside and the outside at the same time (p. 100).
Nobel Prize: "Impartial cosmopolitan with a passion for science and cultural enlightenment", a reflection of Alfred Nobel's own personality (Urde & Greyser, 2016, pp. 104, 109).
Identity: Internal Elements
07
Mission & Vision
What engages the organisation beyond earning money (mission) and what gives it direction and inspiration (vision). It is one of the three internal elements, and the engagement and inspiration found here are closely linked to the promise (Urde & Greyser, 2016, pp. 99, 103, 105).
Nobel Prize: The Alfred Nobel Will (Urde & Greyser, 2016, pp. 104–105).08
Culture
The attitudes inside the organisation and the way it works and behaves (Urde & Greyser, 2016, p. 103). Culture is an internal element. It largely shapes, and is reflected in, how responsible the organisation appears to stakeholders (pp. 99, 109).
Nobel Prize: Objectivity, independence and collegiality (Urde & Greyser, 2016, pp. 104, 110).09
Competences
Where the organisation is strong and what puts it ahead of its competitors (Urde & Greyser, 2016, p. 103). The element covers its capabilities and resources and the way they are turned into processes that create value and possible competitive advantages (p. 106).
Nobel Prize: "Rigorous processes to evaluate award candidates", proven for more than a century and described as "watertight compartments", so that a failure in one part cannot sink the whole (Urde & Greyser, 2016, pp. 104, 107).
Reputation: Strategy Diagonal
10
Willingness to Support
Urde and Greyser take the element from Greyser (2009), who used willingness-to-support as a measure of the impact of reputation, and define it with a dictionary entry that lists words such as approve, encourage, stand behind, endorse and recommend (Urde & Greyser, 2016, pp. 101–102). It is the reputation element most closely linked to mission and vision (p. 105).
Guiding question: "How engaging and inspiring are their purposes and practices?" (Urde & Greyser, 2016, Table 2, p. 102).
Nobel Prize: A laureate says the Prize shows the public the continuing search for knowledge and "the importance of science for humanity" (Urde & Greyser, 2016, p. 105).11
Differentiation
Urde and Greyser take the element from the Young & Rubicam model and define it with a dictionary entry that lists words such as distinction, contrast, difference and demarcation (Urde & Greyser, 2016, p. 102). It relates to the wanted position; the strategy diagonal runs from willingness-to-support through mission and vision, the brand core and position to differentiation (pp. 104–105).
Guiding question: "How distinctive is their position in the market?" (Urde & Greyser, 2016, Table 2, p. 102).
Nobel Prize: The president of Stanford University says that in the sciences one goes to Stockholm only for a "fundamental breakthrough" that has reshaped the field (Urde & Greyser, 2016, p. 106).
Reputation: Competition Diagonal
12
Relevance
Urde and Greyser take the element from the Young & Rubicam model and define it with a dictionary entry meaning that something is closely connected to, or fitting for, the matter at hand (Urde & Greyser, 2016, p. 102). It is the perceived relevance of the value proposition (pp. 106–107).
Guiding question: "How appealing and meaningful is the value they offer?" (Urde & Greyser, 2016, Table 2, p. 102).
Nobel Prize: A former director of the Nobel Foundation says the Prize rests on enlightenment and "a philosophy of progress" that moves the world forward (Urde & Greyser, 2016, p. 107).13
Performance
Urde and Greyser take the element from Fombrun (1996) and define it with a dictionary entry meaning consistently good quality or performance that can be trusted (Urde & Greyser, 2016, p. 102). It mirrors the competences (p. 107). An earlier version used reliability, which managers in the bench tests found easily confused with credibility and trustworthiness (p. 102).
Guiding question: "How solid and consistent are their quality and performance?" (Urde & Greyser, 2016, Table 2, p. 102).
Nobel Prize: A member of a Nobel committee says the institution has shown over a long time that it can pick "the most worthy laureates" and the most significant discovery, with "relatively few questionable decisions" (Urde & Greyser, 2016, p. 107).
Reputation: Communication Horizontal
14
Recognisability
Urde and Greyser take the element from the Young & Rubicam model and define it with a dictionary entry meaning that something is known again from earlier encounters or knowledge: recollection, recall, remembrance (Urde & Greyser, 2016, p. 102). It mirrors expression (p. 108).
Guiding question: "How distinct, visible and consistent are their overall communications?" (Urde & Greyser, 2016, Table 2, p. 102).
Nobel Prize: A laureate says "Nobel is the last word in recognition" (Urde & Greyser, 2016, p. 108).15
Credibility
Urde and Greyser take the element from Fombrun (1996) and define it with a dictionary entry meaning that someone is convincing and can be believed (Urde & Greyser, 2016, p. 102). It is closely linked to personality (p. 108).
Guiding question: "How believable and convincing are they?" (Urde & Greyser, 2016, Table 2, p. 102).
Nobel Prize: A laureate says many awards exist and some pay more, but every scientist would give them all up for the Nobel Prize (Urde & Greyser, 2016, p. 109).
Reputation: Interaction Vertical
16
Trustworthiness
Urde and Greyser take the element from Fombrun (1996) and define it with a dictionary entry meaning a firm belief that someone is reliable, truthful and able, and a relationship built on trust and respect on both sides (Urde & Greyser, 2016, p. 102). It reflects "the nature" of the relationships the organisation strives to build with its stakeholders (p. 109).
Guiding question: "How dependable are their words and deeds?" (Urde & Greyser, 2016, Table 2, p. 102).
Nobel Prize: A laureate says their motto is "A good prize one year will be a better one the next"; they feel no pressure and would rather wait until they are fully sure (Urde & Greyser, 2016, p. 109).17
Responsibility
Urde and Greyser take the element from Fombrun (1996) and define it with a dictionary entry meaning a moral duty to behave correctly towards others (Urde & Greyser, 2016, p. 102). How responsible an organisation is seen to be is mainly reflected and shaped by its culture (p. 109).
Guiding question: "How committed and accountable are they?" (Urde & Greyser, 2016, Table 2, p. 102).
Nobel Prize: A former director of the Nobel Foundation says the Foundation is "entrusted to steward and ensure quality of the Nobel Prize" and does so with honour, loyalty and a sense of duty (Urde & Greyser, 2016, p. 110).
Source
- Urde, M., & Greyser, S. A. (2016). The Corporate Brand Identity and Reputation Matrix – The Case of the Nobel Prize. Journal of Brand Management, 23(1), 89–117. https://doi.org/10.1057/bm.2015.49
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