Corporate branding in an emerging business market: a phenomenological perspective

Abstract

The purpose of this study is to investigate the phenomenon of corporate branding in an emerging business market and unearth issues specific to the research setting. Phenomenology serves the purpose. Data stem from in-depth interviews of 20 managers representing various sectors of the economy. Data so obtained is analysed to elicit themes that characterise the phenomenon. Elicited themes highlight the role played by corporate brands in managing multi-stakeholder relationships, tender-driven procurement, and the process of internationalisation, typical to the study context. This study advances research by highlighting the effects of a collectivist culture on managing relationships across multiple stakeholders of the brand. It also emphasises that the emotional aspects of branding are not just critical to consumer markets but also to business markets. It further suggests that corporate branding gives credibility to organisations from emerging markets enabling them to garner the support necessary for entering international markets.