Managing The Organisation Brand.
Hugh Davidson
What is an organisation brand? It is neither a product/service nor a corporate brand, and wider than both. Everyone would agree that Pampers or Ariel is a brand. What about their owner, Procter & Gamble? You have to search hard to find Procter & Gamble on the back of the package. Yet to Wall Street, suppliers, partners, retailers and employees, Procter & Gamble is an important 'organisation brand'.
Organisation brands such as P&G and General Motors are not consumer brands, but market to all other stakeholders (Figure 1). Others like IBM and...