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Global brand market‐entry strategy to manage corporate reputation

Omar, Maktoba; Williams, Robert L.; Lingelbach, David


Maktoba Omar

Robert L. Williams

David Lingelbach


Purpose – This paper aims to present a case for the practical management of corporate reputation, in relation to two groups of concepts: communication, identity, and trust; and communication, identity, and image.

Design/methodology/approach – A review of the current knowledge of corporate reputation, personality, identity, and image leads to development of a strategy framework to enhance/protect corporate reputation. A case study involving a corporate logo introduced into a developed market by an emerging multinational corporation (EMNC) is presented.

Findings – The paper identifies that credibility and trust are significant elements which must be managed and communicated to maintain the firm's corporate image and reputation.

Originality/value – A conceptual model is presented illustrating a series of internal and external factors affecting communication and trust, which influence the customer and assist in shaping corporate reputation. The case of the EMNC Chinese corporation Haier to introduce its brand into a developed market may enlighten others pursuing this path.


Journal Article Type Article
Publication Date May 29, 2009
Deposit Date Mar 19, 2012
Journal Journal of Product and Brand Management
Print ISSN 1061-0421
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 18
Issue 3
Pages 177-187
Keywords Brand image; Communication; Multinational companies; Trust; Business management
Public URL
Publisher URL