{"id":7803,"date":"2022-12-31T16:13:50","date_gmt":"2022-12-31T08:13:50","guid":{"rendered":"https:\/\/edu.freezhao.com\/?p=7803"},"modified":"2023-01-06T18:33:07","modified_gmt":"2023-01-06T10:33:07","slug":"the-corporate-brand-identity-and-reputation-matrix-the-case","status":"publish","type":"post","link":"https:\/\/edu.freezhao.com\/en\/original-course\/ials\/2022\/12\/the-corporate-brand-identity-and-reputation-matrix-the-case\/","title":{"rendered":"The Corporate Brand Identity and Reputation Matrix \u2013 The case of the Nobel Prize"},"content":{"rendered":"\n<iframe id=\"spkj\" src=\"\/\/player.bilibili.com\/player.html?aid=434564918&amp;bvid=BV1y3411D7nc&amp;cid=944838041&amp;page=1\" scrolling=\"no\" border=\"0\" frameborder=\"no\" framespacing=\"0\" allowfullscreen=\"true\" width=\"100%\"> <\/iframe>\n<script type=\"text\/javascript\">  \ndocument.getElementById(\"spkj\").style.height=document.getElementById(\"spkj\").scrollWidth*0.76+\"px\";\n<\/script>\n\n\n\n<h2 class=\"wp-block-heading\">\u4f01\u4e1a\u54c1\u724c\u8eab\u4efd\u4e0e\u58f0\u8a89\u77e9\u9635\u2014\u2014\u8bfa\u8d1d\u5c14\u5956\u6848\u4f8b<\/h2>\n\n\n\n<p id=\"block-5704afb8-9c24-4dd8-8669-88ae092d089d\">Keywords: corporate brand identity; corporate brand reputation; corporate brand management; brand orientation; market orientation; Nobel Prize<\/p>\n\n\n\n<p id=\"block-5704afb8-9c24-4dd8-8669-88ae092d089d\">\u5173\u952e\u8bcd\uff1a\u4f01\u4e1a\u54c1\u724c\u8ba4\u540c\uff1b\u4f01\u4e1a\u54c1\u724c\u58f0\u8a89\uff1b\u4f01\u4e1a\u54c1\u724c\u7ba1\u7406\uff1b\u54c1\u724c\u5bfc\u5411\uff1b\u5e02\u573a\u5bfc\u5411\uff1b\u8bfa\u8d1d\u5c14\u5956<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-98036a00-aa27-410d-b9ba-9976d062084f\"><strong>\u7b80\u4ecb\uff1a<\/strong><\/h2>\n\n\n\n<p id=\"block-98036a00-aa27-410d-b9ba-9976d062084f\">\u672c\u6587\u7684\u76ee\u7684\u662f\u63a2\u7d22\u4f01\u4e1a\u54c1\u724c\u8eab\u4efd\u548c\u58f0\u8a89\uff0c\u76ee\u7684\u662f\u5c06\u5b83\u4eec\u6574\u5408\u5230\u4e00\u4e2a\u5355\u4e00\u7684\u7ba1\u7406\u6846\u67b6\u4e2d\u3002\u6211\u4eec\u5b9a\u6027\u7814\u7a76\u7684\u4e3b\u8981\u80cc\u666f\u662f\u8bfa\u8d1d\u5c14\u5956\u7ec4\u7ec7\u3002\u8bfa\u8d1d\u5c14\u5956\u662f\u8003\u5bdf\u6211\u4eec\u6b63\u5728\u7814\u7a76\u7684\u73b0\u8c61\u7684\u4e00\u4e2a\u72ec\u7279\u5b9e\u4f53\u3002\u9996\u5148\uff0c\u8bfa\u8d1d\u5c14\u5956\u5728\u516c\u4f17\u5fc3\u76ee\u4e2d\u7684\u5730\u4f4d\u975e\u5e38\u9ad8\uff0c\u4f5c\u4e3a\u4e00\u4e2a\u5177\u6709\u591a\u4e2a\u5229\u76ca\u6538\u5173\u65b9\u7684\u5168\u7403\u6027\u673a\u6784\uff0c\u8bfa\u8d1d\u5c14\u5956\u5177\u6709\u9ad8\u5ea6\u7684\u53ef\u89c6\u6027\u3002\u5176\u6b21\uff0c\u8bfa\u8d1d\u5c14\u5956\u4e30\u5bcc\u8eab\u4efd\u8ba4\u540c\u7684\u57fa\u7840\u662f\u963f\u5c14\u5f17\u96f7\u5fb7\u00b7\u8bfa\u8d1d\u5c14&#8221;\u4e3a\u4eba\u7c7b\u8c0b\u798f\u5229&#8221;\u7684\u610f\u5fd7\u7cbe\u9ad3\uff0c\u800c\u8fd9\u4e00\u8eab\u4efd\u8ba4\u540c\u80cc\u540e\u6709\u7740\u4ee4\u4eba\u5370\u8c61\u6df1\u523b\u7684\u5c65\u5386\u548c\u9057\u4ea7\u3002\u7b2c\u4e09\uff0c\u636e\u6211\u4eec\u6240\u77e5\uff0c\u8fd9\u662f\u9996\u6b21\u57fa\u4e8e\u5b9e\u5730\u7814\u7a76\u8bfa\u8d1d\u5c14\u5956\u4f5c\u4e3a\u4f01\u4e1a\/\u7ec4\u7ec7\u54c1\u724c\u7684\u8eab\u4efd\u548c\u58f0\u8a89\u3002\u8fd9\u4e2a\u6848\u4f8b\u672c\u8eab\u5f88\u6709\u610f\u601d\uff0c\u56e0\u4e3a\u5927\u591a\u6570\u4eba\u90fd\u77e5\u9053\u8bfa\u8d1d\u5c14\u5956\u7684\u58f0\u8a89\uff0c\u4f46\u5f88\u5c11\u6709\u4eba\u77e5\u9053\u5b83\u662f\u5982\u4f55\u83b7\u5f97\u5b83\u7684\u5d07\u9ad8\u5730\u4f4d\u7684\u3002<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\u7814\u7a76\u76ee\u7684<\/li>\n\n\n\n<li>\u7814\u7a76\u5bf9\u8c61<\/li>\n\n\n\n<li>\u7814\u7a76\u65b9\u6cd5\u8bba<\/li>\n\n\n\n<li>\u8fc8\u5411\u4e00\u4e2a\u7ba1\u7406\u6846\u67b6<\/li>\n\n\n\n<li>\u4e00\u4e2a\u65b0\u7684\u7ba1\u7406\u6846\u67b6\uff1aCBIRM<\/li>\n\n\n\n<li>\u5e94\u7528Cbirm\uff1a\u6848\u4f8b\u5206\u6790\u6cd5<\/li>\n\n\n\n<li>\u7ba1\u7406\u542f\u793a<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">1\u3001\u7814\u7a76\u76ee\u7684<\/h2>\n\n\n\n<p>The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The principal context for our qualitative study is the Nobel Prize organisation. The Nobel Prize is a unique entity for investigating the phenomenon we are studying. First, the Nobel Prize is very much in the public eye and highly visible as a global institution with multiple stakeholders. Second, the foundation for the rich identity of the Nobel Prize is the essence of Alfred Nobel\u2019s will \u2013\u2018for the benefit of mankind\u2019\u2013and this identity is backed by an impressive track record and heritage. Third, to our knowledge, this is the first field-based study of the identity and reputation of the Nobel Prize viewed as a corporate\/organisational brand. The case in itself is intriguing since most know of the Nobel Prize\u2019s prestigious reputation but very few know how it acquired its elevated position.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2\u3001\u7814\u7a76\u5bf9\u8c61<\/h2>\n\n\n\n<p><strong>UNDERSTANDING THE NOBEL PRIZE<\/strong><\/p>\n\n\n\n<p>The Oxford Dictionary describes the Nobel Prize as \u2018the world\u2019s most prestigious award\u2019, and its extraordinary reputation is widely confirmed. As stated recently by Stanford University president John Hennessy: \u2018In &#8230; [Silicon] Valley, everyone talks about your IPO [Initial Public Offering to the stock market] &#8230; but in the sciences they talk about going to Stockholm [as Nobel laureates], and you go to Stockholm only if you make a fundamental breakthrough that really reshaped the field. That\u2019s the kind of impact we really look for in our research\u2019 (Financial Times, 3 February 2014). The Nobel Prize was possibly the first intellectual prize of its kind, and was established at about the same time as the modern Olympics in 1896. Michael Sohlman, former director of the Nobel Foundation, described the Prize to us as \u2018the Olympics of the intellect\u2019.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3\u3001\u7814\u7a76\u65b9\u6cd5\u8bba<\/h2>\n\n\n\n<p>\u54c1\u724c\u5728\u4eba\u4eec\u7684\u5934\u8111\u548c\u5fc3\u4e2d\u83b7\u5f97\u610f\u4e49\uff1b\u4ece\u8fd9\u4e2a\u610f\u4e49\u4e0a\u8bf4\uff0c\u54c1\u724c\u5c31\u662f&#8221;\u793e\u4f1a\u5efa\u6784\u7269&#8221;\u3002\u7531\u4e8e\u672c\u7814\u7a76\u5173\u6ce8\u7684\u662f\u4f01\u4e1a\/\u7ec4\u7ec7\u54c1\u724c\u7684\u8eab\u4efd\u4e0e\u58f0\u8a89\u4e4b\u95f4\u7684\u5173\u7cfb\uff0c\u56e0\u6b64\u6211\u4eec\u9700\u8981\u4e86\u89e3\u548c\u89e3\u91ca\u5185\u5916\u90e8\u5229\u76ca\u76f8\u5173\u8005\u5bf9( Bryman\u548cBell , 2011)\u7684\u8ba4\u77e5\u3002\u6211\u4eec\u5728\u672c\u7814\u7a76\u4e2d\u4f7f\u7528\u8bfa\u8d1d\u5c14\u5956\u6848\u4f8b\u6765\u63cf\u8ff0\u4e00\u4e2a\u5b9e\u4f53\uff0c\u5e94\u7528\u7406\u8bba\u5e76\u751f\u6210\u7406\u8bba( Yin , 1989 , 1993)\u3002\u6211\u4eec\u7684\u542f\u793a\u6027\u6848\u4f8b\u7814\u7a76\u7684\u76ee\u7684\u662f\u4e09\u91cd\u7684\uff0c\u5e76\u8d85\u8d8a\u4e86\u4f8b\u8bc1\u3002\u9996\u5148\uff0c\u5b83\u4e3a\u76f4\u63a5\u7814\u7a76\u4f01\u4e1a\u54c1\u724c\u8ba4\u540c\u548c\u58f0\u8a89\u73b0\u8c61\u63d0\u4f9b\u4e86\u673a\u4f1a\u3002\u7b2c\u4e8c\uff0c\u63d0\u4f9b\u4e86\u5e94\u7528\u548c\u7ec6\u5316\u65b0\u6846\u67b6\u7684\u673a\u4f1a\u3002\u7b2c\u4e09\uff0c\u5b83\u662f\u7406\u8bba\u751f\u6210\u7684\u4e00\u90e8\u5206\uff0c\u5bf9\u7ed3\u679c( Glaser\u548cStrauss , 1967)\u7684\u5960\u57fa\u548c&#8221;\u610f\u4e49\u5efa\u6784&#8221;\u81f3\u5173\u91cd\u8981\u3002\u5728\u65b9\u6cd5\u6d41\u7a0b\u56fe(\u56fe2 )\u4e2d\uff0c\u6211\u4eec\u4ece\u5b9e\u8bc1\u548c\u7406\u8bba\u4e24\u4e2a\u5c42\u9762\u6982\u8ff0\u4e86\u6211\u4eec\u7684\u5b9a\u6027\u8fed\u4ee3\u7814\u7a76\u8fc7\u7a0b( Glaser\u548cStrauss , 1967 ; Strauss\u548cCorbin , 1990)\u3002\u5176\u4e2d\u4e00\u884c\u4ee3\u8868\u4e86\u8bfa\u8d1d\u5c14\u5956\u6848\u4f8b\u7814\u7a76\u7684\u5b9e\u8bc1\u57fa\u7840\u3002\u53e6\u4e00\u884c\u662f\u7406\u8bba\u53d1\u5c55\uff0c\u65b0\u5174\u7684\u6982\u5ff5\u548c\u7406\u8bba\u6709\u53ef\u80fd\u88ab\u63a8\u5e7f\uff0c\u4ece\u800c\u9002\u7528\u4e8e\u5176\u4ed6\u4f01\u4e1a\u54c1\u724c\u3002\u6211\u4eec\u5728\u65b9\u6cd5\u8bba\u6d41\u7a0b\u56fe\u7684\u53f3\u4e0a\u65b9&#8221;\u7bad\u5934&#8221;\u7ed9\u51fa\u4e86\u4e00\u4e2a\u7070\u8272\u9634\u5f71\uff0c\u4ee5\u793a\u610f\u6027\u5730\u8bf4\u660e\u57fa\u4e8e\u6848\u4f8b\u7684\u7814\u7a76\u3002<\/p>\n\n\n\n<p>Flyvbjerg , 2006 ; Bryman\u548cBell , 2011)\u5982\u4f55\u4ea7\u751f\u66f4\u4e00\u822c\u7684\u7406\u8bba\u6d1e\u89c1\u3002\u5728\u7b2c\u4e09\u9636\u6bb5\uff0c\u6211\u4eec\u4f7f\u7528\u65b0\u7684CBIRM &#8211; -\u52a0\u4e0a&#8221; R &#8221; &#8211; -\u5206\u6790\u8bfa\u8d1d\u5c14\u5956\u6848\u4f8b\u7814\u7a76\u3002\u63a2\u7d22\u548c\u754c\u5b9a\u4e86\u4e0d\u540c\u4f01\u4e1a\u54c1\u724c\u8ba4\u540c\u548c\u58f0\u8a89\u8981\u7d20\u4e4b\u95f4\u7684\u8054\u7cfb\u548c\u5173\u7cfb\u3002\u58f0\u8a89\u8981\u7d20\u9009\u62e9\u76843\u4e2a\u6b65\u9aa4\u5728(\u5728&#8221;\u65b0\u7684\u7ba1\u7406\u6846\u67b6&#8221;\u90e8\u5206)\u4e0b\u9762\u8be6\u7ec6\u8bf4\u660e\u3002\u5728\u5236\u5b9a\u65b0\u6846\u67b6\u7684\u53e6\u4e00\u4e2a\u5173\u952e\u6b65\u9aa4\u4e2d\uff0c\u6267\u884c\u65b9\u6848\u7684\u7ba1\u7406\u4eba\u5458\u548c\u53c2\u4e0e\u8005\u88ab\u9080\u8bf7\u5e94\u7528\u8be5\u6846\u67b6\u3002\u5728\u65af\u582a\u7684\u7eb3\u7ef4\u4e9a\u548c\u7f8e\u56fd\u4e3e\u884c\u7684\u4e3a\u671f1\u5929\u7684\u4f1a\u8bae\u671f\u95f4\uff0c\u5171\u670914\u4e2a\u7ba1\u7406\u5c0f\u7ec4\u4f7f\u7528\u6216\u8ba8\u8bba\u4e86\u8be5\u6846\u67b6\uff0c\u4ee5\u63a2\u8ba8\u5176\u516c\u53f8\u54c1\u724c\u7684\u8eab\u4efd\u548c\u58f0\u8a89\u3002\u5728\u7b2c\u56db\u9636\u6bb5\uff0c\u63d0\u51fa\u4e86\u7531\u6b64\u4ea7\u751f\u7684\u7406\u8bba\u548c\u7ba1\u7406\u7ed3\u8bba\u53ca\u542f\u793a\u3002\u6211\u4eec\u533a\u5206\u5177\u4f53\u6848\u4f8b(\u4e0e\u8bfa\u8d1d\u5c14\u5956\u76f8\u5173)\u548c\u4e00\u822c\u542b\u4e49(\u5982\u56fe2\u4e2d\u7070\u8272\u9634\u5f71\u7bad\u5934\u6240\u793a)\u3002\u4e34\u5e8a\u7814\u7a76\u7684\u4e00\u4e2a\u91cd\u8981\u65b9\u9762\u662f\u5c06( Barnes et al . , 1987 ; Bryman\u548cBell , 2011)\u7684\u9002\u7528\u6027\u4ece\u5b9e\u7528\u578b\u62d3\u5bbd\u5230\u666e\u9002\u578b\u3002\u6211\u4eec\u8bbe\u60f3\uff0c\u5728\u8bd5\u56fe\u5f25\u5408\u4f01\u4e1a\u54c1\u724c\u8eab\u4efd\u548c\u58f0\u8a89\u65b9\u9762\uff0c\u6211\u4eec\u7684\u6982\u5ff5\u8d21\u732e\u4e3b\u8981\u4e0e&#8221;\u754c\u5b9a\u548c\u6574\u5408\u65b0\u7684\u611f\u77e5&#8221; (\u9ea6\u91d1\u5c3c\u65af, 2011 , p . 138 )\u6709\u5173\u3002\u8bfa\u8d1d\u5c14\u5956\u9881\u5956\u5178\u793c( 2013\u5e7412\u6708\u548c2014\u5e7412\u6708\u7684\u8bfa\u8d1d\u5c14\u5bf9\u8bdd\u5468\u3001\u9881\u5956\u5178\u793c\u548c\u65af\u5fb7\u54e5\u5c14\u6469\u5bb4\u4f1a)\u7684\u8ba4\u8bc1\u4e3a\u6211\u4eec\u63d0\u4f9b\u4e86\u4e00\u4e2a\u4eb2\u8eab\u89c2\u5bdf\u548c\u975e\u6b63\u5f0f\u4ea4\u8c08\u7684\u673a\u4f1a\uff0c\u5e76\u5bfc\u81f4\u4e86\u8fdb\u4e00\u6b65\u7684\u8bbf\u8c08\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4\u3001\u8fc8\u5411\u4e00\u4e2a\u7ba1\u7406\u6846\u67b6<\/h2>\n\n\n\n<p>\u6211\u4eec\u7684\u610f\u56fe\u662f\u4e3a\u4f01\u4e1a\u54c1\u724c\u7ba1\u7406\u63d0\u4f9b\u4e00\u4e2a\u517c\u987e\u54c1\u724c\u8eab\u4efd\u548c\u58f0\u8a89\u7684\u66f4\u5927\u6846\u67b6\u3002\u6211\u4eec\u51c6\u5907\u5f00\u53d1\u4e00\u4e2a\u7ba1\u7406\u6846\u67b6\uff0c\u901a\u8fc7\u589e\u52a0\u58f0\u8a89\u4f5c\u4e3a\u4e00\u4e2a\u989d\u5916\u7684\u7ef4\u5ea6\u6765\u6982\u8ff0\u5173\u952e\u7684CBIM\u8fde\u63a5\u3002(\u6211\u4eec\u627f\u8ba4\u6c9f\u901a- -\u867d\u7136\u91cd\u8981- -\u4e0d\u4f1a\u88ab\u8be6\u7ec6\u8ba8\u8bba\u3002)<\/p>\n\n\n\n<p>\u4ece\u7406\u8bba\u7684\u89d2\u5ea6\u6765\u770b\uff0c\u5b9a\u4e49\u548c\u6821\u51c6\u4f01\u4e1a\u54c1\u724c\u7684\u8eab\u4efd\u548c\u58f0\u8a89\u7684\u53ef\u7528\u6846\u67b6\u9700\u8981\u505a\u5230\u4ee5\u4e0b\u51e0\u70b9\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u8bc6\u522b\u5173\u952e\u58f0\u8a89\u8981\u7d20\uff1b<\/li>\n\n\n\n<li>\u5c06\u58f0\u8a89\u4e0e\u8eab\u4efd\u54c1\u724c\u8981\u7d20\u8fdb\u884c\u903b\u8f91\u8054\u7cfb\uff1b<\/li>\n\n\n\n<li>\u5c06\u4f01\u4e1a\u54c1\u724c\u58f0\u8a89\u4e0e\u8eab\u4efd\u7684\u6982\u5ff5\u52fe\u52d2\u5e76\u7ec4\u5408\u6210\u5355\u4e00\u6846\u67b6\uff1b<\/li>\n\n\n\n<li>\u5141\u8bb8\u5728\u7531\u5916\u800c\u5185\u548c\u7531\u5185\u800c\u5916\u7684\u89c6\u89d2\u4e4b\u95f4\u8f6c\u6362\uff1b<\/li>\n\n\n\n<li>\u9002\u7528\u4e8e\u4e0d\u540c\u7c7b\u578b\u7684\u4f01\u4e1a\u54c1\u724c(\u516c\u53f8\u3001\u673a\u6784\u7b49\u5b9e\u4f53)\u3002<\/li>\n<\/ul>\n\n\n\n<p>\u4ece\u7ba1\u7406\u7684\u89d2\u5ea6\u6765\u770b\uff0c\u8fd9\u6837\u7684\u6846\u67b6\u9700\u8981\u505a\u5230\u4ee5\u4e0b\u51e0\u70b9\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u63d0\u4f9b\u4e00\u4e2a\u7ed3\u6784\u5316\u7684\u548c\u53ef\u7406\u89e3\u7684\u6982\u8ff0\u6765\u63cf\u8ff0( 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src=\"https:\/\/edu.freezhao.com\/wp-content\/uploads\/2022\/12\/the-corporate-brand-identity-and-reputation-matrix-the-case-of-the-nobel-prize-2.jpg\" alt=\"\" class=\"wp-image-7818\" srcset=\"https:\/\/edu.freezhao.com\/wp-content\/uploads\/2022\/12\/the-corporate-brand-identity-and-reputation-matrix-the-case-of-the-nobel-prize-2.jpg 1080w, https:\/\/edu.freezhao.com\/wp-content\/uploads\/2022\/12\/the-corporate-brand-identity-and-reputation-matrix-the-case-of-the-nobel-prize-2-169x300.jpg 169w, https:\/\/edu.freezhao.com\/wp-content\/uploads\/2022\/12\/the-corporate-brand-identity-and-reputation-matrix-the-case-of-the-nobel-prize-2-768x1365.jpg 768w, https:\/\/edu.freezhao.com\/wp-content\/uploads\/2022\/12\/the-corporate-brand-identity-and-reputation-matrix-the-case-of-the-nobel-prize-2-864x1536.jpg 864w, https:\/\/edu.freezhao.com\/wp-content\/uploads\/2022\/12\/the-corporate-brand-identity-and-reputation-matrix-the-case-of-the-nobel-prize-2-400x711.jpg 400w, https:\/\/edu.freezhao.com\/wp-content\/uploads\/2022\/12\/the-corporate-brand-identity-and-reputation-matrix-the-case-of-the-nobel-prize-2-800x1422.jpg 800w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u5fc3\u5f97\u4f53\u4f1a\uff1a<\/h2>\n\n\n\n<p>\u611f\u89c9\u4e00\u4e2a\u6708\u4e0b\u6765\uff0c\u6536\u83b7\u4e0d\u4ec5\u4ec5\u5728\u9605\u8bfb\u4e0a\uff0c\u8fd8\u5305\u62ec\u81ea\u8eab\u7684\u82f1\u8bed\u8bcd\u6c47\u3001\u4ee5\u53ca\u4ece\u4e00\u5f00\u59cb\u7684\u65e0\u77e5\u5230\u5bf9\u54c1\u724c\u8fd9\u4e2a\u6982\u5ff5\u6709\u4e86\u4e00\u5b9a\u7684\u4e86\u89e3\uff0c\u5b8c\u6210\u4e86\u8fd9\u4e00\u6b21\u8bfe\u7a0b\u5bf9\u4e8e\u6211\u6765\u8bf4\u4e5f\u662f\u4e00\u4e2a\u5f88\u5927\u7684\u6210\u5c31\u611f\uff0c\u8001\u5e08\u4e5f\u6307\u5bfc\u7740\u6211\u4eec\u5f80\u66f4\u4e13\u4e1a\u7684\u65b9\u5411\u53bb\u5b66\u4e60\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u539f\u6587<\/h2>\n\n\n\n<p>Urde, M., &amp; Greyser, S. A. (2016). The Corporate Brand Identity and Reputation Matrix \u2013 The case of the Nobel Prize. <em>Journal of Brand Management<\/em>, <em>23<\/em>(1), 89\u2013117. <meta charset=\"utf-8\"><meta charset=\"utf-8\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u4f01\u4e1a\u54c1\u724c\u8eab\u4efd\u4e0e\u58f0\u8a89\u77e9\u9635\u2014\u2014\u8bfa\u8d1d\u5c14\u5956\u6848\u4f8b Keywords: corporate brand identity; [&hellip;]<\/p>\n","protected":false},"author":235,"featured_media":7830,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[464,44],"tags":[589,337,720,718,588,719,721,342],"class_list":["post-7803","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-original-course","category-ials","tag-brand","tag-identity","tag-management","tag-market","tag-pin-pai","tag-shi-chang","tag-guan-li","tag-shen-fen"],"yoast_head":"<!-- This site is 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