Retooling the corporate brand: a Foucauldian perspective on normalisation and differentiation

Citation

Leitch, S. (2008), "Retooling the corporate brand: a Foucauldian perspective on normalisation and differentiation", Strategic Direction, Vol. 24 No. 3. https://doi.org/10.1108/sd.2008.05624cad.004

Retooling the corporate brand: a Foucauldian perspective on normalisation and differentiation

Retooling the corporate brand: a Foucauldian perspective on normalisation and differentiation

Leitch S., Motion J. The Journal of Brand Management, September 2007, Vol. 15 No. 1, Start page: 71, No. of pages: 10

Purpose – analyses the tension between normalisation and differentiation in corporate branding strategies. Design/methodology/approach , adopts the Foucauldian approach of critique, to explore the tension between normalisation and differentiation in corporate brand strategy. Outlines how successful corporate brand strategies involve positioning the organizations within the boundaries of what is accepted as normal, while at the same time differentiating the organization from its competitors. Describes how Deephouse, represents mainstream thinking in the marketing literature with regard to this dilemma; looks at how he sought to address this tension by focusing on the need to achieve a strategic balance between normalisation and differentiation. Outlines Foucault discourse perspective on corporate brands; provides quotes from his writings; highlights how his perspective differs from that of Deephouse. Rejecting Deephouse’s theory of strategic balance, and drawing on both Foucauld and Einsenberg (strategic ambiguity), argues that in corporate brand strategy, multiplicity is possible and desirable. Presents a model of strategic responses to the normalisation-differentiation tension within corporate brand identity; applies it to an illustrative example of strategic ambiguity, focused on Australian universities. Identifies a number of issues that need to be taken into account when developing a corporate brand strategy. Research limitations/implications , none stated.Originality/value – contributes to the literature on corporate branding.ISSN: 1350-231XReference: 36BA319DOI: 10.1057/palgrave.bm.2550111

Keywords: Brand management, Corporate branding, Marketing strategy, Universities