SIDEC model

Cees van Riel

SIDEC (Strategic Fit, Internal Organisation, Driving Forces, Environment and Corporate Branding Strategy) is a model to analyse the factors behind the choice of a corporate branding strategy: should the corporate brand lead, or should the business units employ stand-alone brands? It argues that the most appropriate corporate branding strategy is determined by considering the homogeneity of the corporate strategy and driving forces at group and business unit level, the corporation's internal organisation, and the homogeneity of the environment in which the business operates, and provides the tools to establish these dynamics within an organisation.

SIDEC model

Cees van Riel

SIDEC (Strategic Fit, Internal Organisation, Driving Forces, Environment and Corporate Branding Strategy) is a model to analyse the factors behind the choice of a corporate branding strategy: should the corporate brand lead, or should the business units employ stand-alone brands?

The most appropriate corporate branding strategy is determined by considering the homogeneity of the corporate strategy and driving forces at group and business unit level, the corporation's internal organisation, and the homogeneity of the environment in which the business operates.

STRATEGIC FIT

To what degree do the operational businesses augment or complement the parent company's...

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