New perspectives on communication of change in corporate identity

Document Type

Article

Publication Title

IIMB Management Review

Abstract

This paper addresses a gap in the literature on communication of change in corporate identity (CI) by investigating the brand migration of Bosch in India. Based on an in-depth case study of Bosch in India, this paper develops seven propositions and conceptualises a framework for strategic communication of change in CI. The key propositions centre around strategic orientation, a constituency focussed approach, dual branding as an intermediate stage, integrating product messages with corporate messages, having a long time horizon to prevent loss of continuity, measuring effectiveness with a hierarchy of effects, and harnessing reciprocity of advertising and public relations.

Publication Date

25-4-2016

Publisher

Elsevier

Volume

Vol.28

Issue

Iss.2

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