#5180. Challenges of corporate brand building and management in a state owned enterprise

July 2026publication date
Proposal available till 24-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Management of Technology and Innovation;
Marketing;
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Abstract:
While there is a growing body of literature about corporate branding, studies of corporate branding in state-owned enterprises (SOEs) are limited despite the important role they play in many economies. The purpose of this paper is to explore how managers perceive the significance and challenge of corporate brand building and management within a state-owned enterprise (SOE). This study focusses on the Broadcasting Corporation where executives and managers responsible for corporate branding decisions were interviewed. Findings highlight the specific purposes, decision making factors, stakeholders and brand portfolio of an SOE corporate brand. Corporate brands help build brand identity and point out that a SOEs corporate brand identity is dual in nature. The duality of mission, stakeholders and decision making, triggers brand challenges, namely, unclear corporate identity and fragmented corporate brand strategies, which must be carefully orchestrated over time and across stakeholders.
Keywords:
Corporate brand management; Corporate branding; Public sector organisations; State-owned enterprises

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