The Corporate Brand: Dealing with Multiple Stakeholders

The emotional responses of differing stakeholders towards the corporate brand must be considered, yet few studies look beyond the customer. This paper examines a university business school from the separate perspective of its staff, students and employers. Members of the 3 groups returned 505 questionnaires, and qualitative research was also conducted. The views of the school's senior management team were obtained and compared with those from the full study. Significant gaps are observed between the different perspectives. A main focus of the paper is how the management team responded to the data and in particular to the differences between what was expected from the corporate branding literature and the empirical results.