Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple

Ray R. Gehani

Abstract


Corporate brand value, a key corporate asset, has traditionally relied on stakeholder interactions, heritage, and corporate identity. In dynamic fast clock-speed industries (information technology and consumer electronics), we note that brand values change dramatically within a few years based on their innovativeness. Using grounded theory approach and multi-case study method we examine how Apple, Samsung, Toyota, and Coca-Cola sustained their most valuable global brands while Kodak and General Motors eroded the same. Certain key dynamic innovative capabilities are identified as best practices. We conclude with implications for managers and future researchers, along with some limitations.

Keywords


Corporate brand value; dynamic innovative capabilities; competitive advantage; brand equity; hyper-competitive industries;

Full Text:

PDF


DOI: http://dx.doi.org/10.4067/S0718-27242016000300002



Copyright (c) 2016 Facultad de Economía y Negocios, Universidad Alberto Hurtado

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

2017 © Universidad Alberto Hurtado - Facultad de Economía y Negocios. 
Erasmo Escala 1835 - Santiago, Chile.
Economic Analysis Review | Observatorio Económico | Gestión y Tendencias