ABSTRACT
The amount of literature on corporate branding is quickly catching up with the literature on product branding. The consistency ideal exists within a wide range of areas of organizational research and practice, e.g., corporate branding, corporate communication, integrated communication(s), corporate identity, and corporate reputation. The strategic goal for the corporate brand simultaneously has been to express and merge the identity of the people of the organization and the people of its markets. The quote underlines, among other aspects, that each cultural image, including corporate images, involves elements of classification and hierarchization, of symbols that facilitate recall, of personal imaginations of causality and chains of beliefs as well as potential uncertainties about nearly all of these readings. The corporate logo includes the company name under a stylized Viking long ship crewed with seven seafarers. The Brand Base taskforce consented to the expediency of a simplification process of the corporate brand universe that nevertheless remained respectful to the corporate diversity.
