Tayo Otubanjo
• Sales & Marketing
  • Biography
  • Publications

Dr. Tayo Otubanjo is a senior lecturer at Lagos Business School. He facilitates full-time and executive MBA modules in marketing management. He is a Visiting Research Fellow at Warwick Business School, University of Warwick (UK) and a Visiting Scholar at Spears School of Business, Oklahoma State University (USA).

Tayo’s research interests sits at the interface between social constructionism on the one hand and the elements of corporate marketing including corporate branding, corporate identity, corporate reputation, corporate image, corporate communications, and corporate public relations, on the other.

On his return from the UK, he worked for CentrespreadFCB Nigeria (a leading advertising agency) as Director for Brand Strategy & Account Planning. At CentrespreadFCB, he offered brand strategy and planning services to numerous national and multinational firms. Some of these include MoneyGram, Dunn & Bradstreet, SC Johnson, Pan Ocean Oil Corporation, Megafone, HiTV, MTI Plc, Mass Power Plc, FCMB Plc, Skye Bank Plc, Emirates, Starcomms, Emzor, Wema Bank Plc, Tantalizers, National Sports Lottery (NSL), Edo State Board of Internal Revenue just to mention a few.

Prior to CentrespreadFCB, Dr. Otubanjo taught a variety of marketing modules at undergraduate and postgraduate levels at Brunel Business School, Brunel University London. He also taught marketing at London Institute of Business Technology.

Earlier in his career, he worked in client service and market intelligence capacity for CMC Connect Lagos (a highly regarded reputation management and stakeholder engagement consulting firm). At CMC Connect, Tayo had the opportunity of working on large national and multinational accounts. Some of these include Coca-Cola, UPS, Accenture, Fanta Blackcurrant, Peugeot, Shell, Microsoft, SAP, Kakawa etc.

His PhD thesis at University of Hull (UK) and later at Brunel University, London examined how business organisations, especially banks, construct the meaning of corporate identity over time. This thesis pioneered the use of social constructionism in the field of corporate identity and in the larger field of corporate marketing studies.

He has won several academic awards including the Teaching Fellowship Award from Brunel University, London (2006-2008); the Vice Chancellor Research Travel Award also from Brunel, University, London (2007) and the British Academy of Marketing Conference Grant (2007). His works have appeared in a number of UK’s RAE quoted peer review journals including Management Decisions; The Marketing Review, Corporate Communications: an International Journal, Journal of Product & Brand Management, Corporate Reputation Review and more. He has published in edited books on topics such as corporate branding (Butterworth-Heinnemann, UK) and corporate reputation (Routledge, USA). In addition to these, Tayo has written well over fifty working papers within his areas of specialization. Full text of these papers, which are at various stages of review, can be located and viewed on the Social Science Research Network (SSRN) website.

Tayo has reviewed academic and research papers for a number of European academic journals. Some of these include European Journal of Marketing, Journal of Brand Management and Journal of Communication Management.

Tayo consults in the broad areas of corporate brand and corporate identity management, strategic corporate communications, brand strategy development, brand leadership management, strategic corporate reputation management and also semiotic deconstruction of corporate advertisements.

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  • Journal Articles

    Otubanjo, B.O. and Amujo, O.C. and Alleyne, L. (2013), Competence Branding for Strategic Differentiation of a Business Organisation”, Journal of EuroMarketing, Vol. 22 Nos. 1 & 2.

    Otubanjo, B.O. and Amujo, O.C. (2012), “The Holistic Corporate Identity Communication Process”, The Marketing Review, Vol. 12 No. 4.

    Amujo, O.C. and Otubanjo, B.O. (2012), “Leveraging On The Rebranding of a Negatively Viewed Nation Brand to Stimulate Tourism”, Tourist Studies, Vol. 12 No. 1, pp.87–105.

    Dowling, G. and Otubanjo, B.O. (2011), “Corporate & Organisational Identity: Two Sides of the Same Coin”, Academy of Marketing Science Review, Vol. No.3-4, pp.171-182.

    Otubanjo, B.O (2011), “Practitioner Conceptualisations of Corporate Identity, 1958-2008: Review And Analysis”, The Marketing Review, Vol. 11, No. 3, pp.263-279.

    Otubanjo, B.O., Amujo, O.C. and Cornelius, N. (2010), “The Informal Corporate Identity Communication Process”, Corporate Reputation Review; First author with Amujo, O.C., Cornelius, N. Vol. 13 No. 19.

    Otubanjo, B.O., Amujo, O.C. and Abimbola, T. (2010), “Conceptualizing the Notion of Corporate Brand Covenance: Meaning & Management”, Journal of Product & Brand Management, Vol. 19 Iss: 6, pp.410 – 422.

    Otubanjo, B.O. and Melewar, T.C. (2007), “Understanding the Meaning of Corporate Identity: A Conceptual and Semiological Approach”, Corporate Communications: An International Journal, Vol. 12, No. 4, pp. 414-332.

    Bridges, K., Melewar, T.C., and Otubanjo, B.O. (2007), “‘Geiz-ist-geil’ Strategy: A Three-Company Study”, Management Decisions, Vol. 40, No. 8, pp. 1023-1037.

  • Publications in other international journals (Australian, American, Canadian)

    Amujo, O.C. and Otubanjo, B.O. (2014), “Nation Rebranding for Stimulating Tourism in the Aftermath of a Genocide”, International Journal of Hospitality and Tourism Administration, Vol. 14, No. 4.

    Tevi, A. and Otubanjo, B.O. (2013), “Understanding Corporate Rebranding: An Evolution Theory Perspective”, International Journal of Marketing Studies, Vol. 5, No.3.

    Iyamabo, J., Ndukwe, G. and Otubanjo, B.O. (2013), “Building Telecoms Service Quality for Brand Loyalty”, International Business Review, Vol. 6, No. 4.

    Iyamabo, J. and Otubanjo, B.O. (2013), “A Three-Component Definition of Strategic Marketing”, International Journal of Marketing Studies, Vol. 5, No. 1.

    Oladipo, T., Iyamabo, J., and Otubanjo, B.O. (2013), “Employer Branding: Moulding Desired Perceptions in Current and Potential Employees”, International Journal of Business & Management

    Otubanjo, B.O. (2013), “The Meaning of Entrepreneurial Branding: A Conceptual and Semiological Analysis of UBA Plc and GTB Plc’s Classic Advertising Texts”, Annals of Management Science, Forthcoming.

    Otubanjo, B.O. (2013), “The Extended Corporate Identity Mix”, International Journal of Marketing Studies, Vol. 5, No. 1.

    Otubanjo, B.O. (2013), “Four Cardinal Manifestations of Corporate Identity”, International Journal of Business Management & Research, Forthcoming.

    Otubanjo, B.O. (2013), “Brand Leadership Paper: A Discourse Approach to Brand Leadership Management”, International Journal of Marketing Studies, Vol. 5, No. 2.

    Otubanjo, B. O. (2012), “Meaning of Corporate Identity: A Structural & Semiotic Insight”, International Journal of Management Research & Business Strategy, Vol. 1, No. 1.

    Otubanjo, B.O. (2012), “Operationalising the Chandlerean Semiotic Process through the Deconstruction of First Bank’s Classic Corporate Advertising Text”, International Journal of Sales & Marketing Management Research and Development, Vol. 2 No.4.

    Otubanjo, B. O. (2012), “Theorising the Interconnectivity Between Corporate Social Responsibility (CSR) and Corporate Identity (CI)”, Journal of Management & Sustainability, Vol. 3 No. 1.

    Otubanjo, B.O. (2012), “The basic Notions of Innovation”, International Journal of Sales & Marketing Management Research and Development, Vol. 2 No. 4.

    Otubanjo, B. O. (2012), “Conceptual Insight into Generic Corporate Identity in the Banking Industry and a Semiotic Evidence of its Presence in Professional Services Firms (PSFs)”, International Journal of Marketing Studies, Vol. 4 No. 6.

    Otubanjo, B. O. (2012), “Operationalising Critical Hermeneutics through the Deconstruction Of Union Bank Of Nigeria Plc’s Classic Corporate Advertising Text”, International Journal of Sales & Marketing Management Research and Development. Vol. 2 No.4.

    Otubanjo, B.O. (2012), “Representation Theories of Communication and their Implications for Corporate Brand Communications”, International Journal of Business Management & Research, Vol. 2 No. 4.

    Otubanjo, B.O. (2012), “Embedding Theory in Corporate Identity through the Social Constructionist Lens”, International Journal of Business Management. Vol. 7, No. 22.

    Otubanjo, B.O. (2012), “Facets of Organisational Transformation: What We Know”, International Journal of Sales & Marketing Management, Research & Development, Vol. 2 No. 4.

    Amujo, O.C. and Otubanjo, B.O. (2012), “Agenda Setting Effects of Business News on Stakeholders’ Perception of Profit Led Business Organisations”, International Journal of Marketing Studies, Vol. 4, No. 5.

    Otubanjo, B. O. (2012), “The Double Edge Strategy: How it Drives Sales When Consumer Spending Falls”, International Journal of Sales & Marketing Management Research and Development, ISSN 2249–6939 Vol.2, No, pp.49-60.

    Otubanjo, B.O. and Lynn Lim (2011), “A Corporate Brand in the Technology Road-Map: Sony”, IUP Journal of Brand Management, First author with Lynn Lim, Vol. 8, No. 3.

  • Book Chapters (in Emerald, Butterworth-Heinnemann & Routledge)

    Shogbanmu, S. & Otubanjo, O. B. (2016). Moral Self-relevance: In Search of Objective Moral Judgement in Brand Trangression. XXX.

    Otubanjo, O. B. (2016). Africapitalism and Corporate Branding. Africapitalism: Rethinking the Role of Business in Africa.. Cambridge University Press. ​

    Amujo, O.C. Laninhun, B.A., Otubanjo, B.O. and Ajala, V.O (2012), “Impact of Corporate Social Irresponsibility on Corporate Image/Reputation of Multinational Oil Corporations In Nigeria”, in Communicating Corporate Social Responsibility: Lessons From Theory and Practice, Ralph Tench, Brian Jones and William Sun (Eds.), Emerald UK.

    Amujo, O.C., Otubanjo, B.O., Melewar, T.C., and Lanihun, B.A. (2010), “Agenda Setting Effects of Business News on the Reputation of Profit-Led Business Organisations in Nigeria”, in C. Carroll (Ed.) Corporate Reputation and the News: Agenda Setting Within Business News Coverage in Developed, Emerging, and Frontier Markets, Routledge.

    Otubanjo, B.O. and Melewar, T.C. (2007), “Corporate Brand Differentiation in the Financial Services Industry – Applying the HCCF Concept to Nation Branding”, in K. Dinnie (Ed.) Nation Branding, Concepts, Issues and Practice, Butterworth-Heinnemann.

  • Papers in local journals (Nigeria)

    Otubanjo, B.O. (2012), “Successful Strategies for Brand Survival in Today’s Competitive Digital Environment”, Business & Management Journal, Forthcoming.

    Otubanjo, B.O. (2012), “The Ascendancy of Multiple Corporate Rebranding in the Nigerian Banking Industry”, Zenith Economic Quarterly, Vol. 7 No. 2, pp.62-74.

    Otubanjo, B.O. (2012), “Visual Identities in a Permanent State of Change”, Business & Management Journal. Vol. 2 No.1, pp.76-82.

    Amujo, O.C., Otubanjo, B.O. and George, O. (2012), “Developing a Beneficial Relationship between Corporate Brands and Brand Consulting Firms”, Business & Management Journal. Vol. 2 No. 2, pp.62 –72.

    Otubanjo, B.O. (2011), “New Product Development in the Financial Services Sector”, Sole author, The Banker. October – December.

    Otubanjo, B.O. (2011), “Triggers of Generic Corporate Identity”, Public Relations, Advertising & Marketing Journal, Vol. 27 No. 2 & Vol. 28 No.1, (two editions in one), pp.25 – 31. Vol. 2, No. 2, pp.62-72.

    Otubanjo, B.O. (2011), “The Meaning of Entrepreneurial Branding: A Conceptual and Semiological Analysis of UBA Plc’s Classic Advertising Text”, Business & Management Journal, Vol. 1. No 1, pp.69 – 85.

    Otubanjo, B.O. (2011), “Nigerian Banks and Generic Corporate Identity: Triggers, Developmental Process, and Circumvention Strategies”, Zenith Economic Quarterly, Vol. 7 No. 2, pp.63 –74.

    Amujo, O.C., Lanihun, B.A. and Otubanjo, B.O. (2011), “Corporate Brand Differentiation: A Competitive Strategic Resource for Non-Profit Organisations”, Public Relations, Advertising & Marketing Journal. Vols. 33 & 34, Nos. 2 & 1, pp.40 –51.

    Otubanjo, B.O. Amujo, O.C. and Melewar, T.C. (2010), “150 Years of Public Relations Practices In Nigeria”, Public Relations, Advertising & Marketing Journal, Vol. 23 No. 2, pp. 20 – 31.

    Papers under second stage of review in REF quoted journals & other foreign journals

    Otubanjo, B.O. and Chen-Chu, Chen, “The Uses of Corporate Reputation in Business Organisations: A Theoretical Analysis”, target: Corporate Reputation Review

  • Working papers (not yet published in journals)

    Otubanjo, B.O. and Amaeshi, K.M. (2011), “Theorising the CSR-Identity Construct”, submitted to Journal of Business Ethics.

    Otubanjo, B.O. and Cornelius, N. (2011), “Differentiating Financial Service Brands Through the Multilayered Service Strategy (MSS): Some Insights from the Resource Based View (RBV) of the Firm”, Journal of Services Marketing.

    Otubanjo, B.O., Melewar, T.C., Cornelius, N. and Hackley, C. (2008), “Social Constructionism and the Justifications for Investigating the Meaning of Corporate Identity Through this Lens” submitted to European Journal of Marketing.

    Amujo, O.C. and Otubanjo, B.O. (2008), “360-degree Corporate Brand Building Strategy: Prying a Sustainable B2B Relationship Between Corporation-Brand Consulting Firm”, submitted to: Marketing Theory.

    Otubanjo, B.O. and Melewar, T.C. (2008), “Stability and Change: How Firms Construct the Meaning of Corporate Identity, 1970-2005”, Submitted to Journal of Business Research

    Amujo, O.C. and Otubanjo, B.O. (2011) “The Advent of Corporate Communications in Nigeria”, submitted to: Public Relations Review

    Otubanjo, B.O. (2011), “Panacea for Developing a Distinct Corporate Identity: A Conceptual Review and Analysis” target: Journal of Brand Management.

    Otubanjo, B.O. (2011), “Building a Powerful Entrepreneurial Brand: The Role Of Critical Success Factors and its Impact on Competitive Advantage”, target: Journal of Brand Management.

    Amujo, O.C. and Otubanjo, B.O. (2011), “Strategic Organisational Brand Differentiation Resource for Non-Profits in a Recession”, Target: Voluntas: International Journal of Voluntary and Non-Profit Organisation

    Otubanjo, B.O. (2010), “Is Corporate Branding a Strategic Resource that Drives Competitive Advantage? Insights from the Resource Based View (RBV) of the Firm”, target: Journal of the Academy of Marketing Science.

    Otubanjo, B.O. (2010), “Differentiating Financial Service Brands through the Multilayered Service Strategy (MSS): Some Insights from the Resource Based View (RBV) of the Firm”, target: Journal of Services Marketing.​​

    Otubanjo, B.O. (2008), Melewar, T.C. and Cornelius, N. “Corporate Identity: a Paradigmatic Shift in the Theoretical Construction of its Meaning”, target: European Journal of Marketing.

    Otubanjo, B.O. (2008), “Saussureanism and the Meaning of Corporate Identity”, [Links to external resource] target: Journal of Brand Management.
    Amujo, O.C., Otubanjo, B.O., and Cornelius, N., (2008), “State Social Irresponsibility: Commentary and Analysis”, target: Organisation Science.

    Otubanjo, B.O. Amujo, O.C. and Alleyne, L.B (2008), “A Competence Based Brand: Meaning and Management”, target: European Journal of Marketing.

    Otubanjo, B.O. Melewar, T.C., Sharif, A. and Spinelli, G. (2008), “A Model of Place Image Influences on Geographical Business Expansion Decisions to Foreign Locations”

    Otubanjo, B.O. and Melewar, T.C. (2008), “Uncovering Critical Hermeneutics in the Construction of the Meaning of Corporate Identity in the Nigerian Banking Industry”, target: Journal of Advertising.

    Otubanjo, B.O. and Abimbola T. (2010), “Organisational Business History Influences on the Development of Corporate Reputation: An Institutional Theory Approach”, target: European Journal of Marketing.

  • Conference papers

    Ige, O. & Otubanjo, B.O (2016). The Evolution of Sustainability: A Development Analysis. Academy of International Business Sub-Saharan Africa Chapter Annual Conference, Lagos, Nigeria.

    Otubanjo, B.O & Cornelius, N. (2013). Differentiating Financial Services Brands through the Multilayered Service Strategy (MSS): Some insights from the Resource Based View of the Firm. 2013 Association of Marketing Theory & Practice Conference, Charleston, South Carolina, United States of America.

    Otubanjo, B.O & Epie, C. (2013). Re-examining the meaning of Corporate Branding: Does Corporate Advertising give useful insights? 18th International Conference on Corporate and Marketing Communication, Salerno, Italy.

    Otubanjo, B.O. and Cornelius, N. (2012). Corporate Identity: A Paradigmatic Shift in the Theoretical Construction of its Meaning, Academy of Marketing Conference, University of Southampton, UK.

    Otubanjo, B.O. and Amujo, O. C. (2012). Holistic Corporate Identity Communication Process. Corporate Communications Institute Conference, 2012, Weismann College of Arts, Baruch College, City University, New York.

    Otubanjo, B.O., Amujo, O.C., & Alleyne, L.B. (2012). A Competence Based Brand: Meaning and Management. The 2012 Annual Meeting of the Association of Marketing Theory and Practice, March 29 – March 31, 2012, Myrtle Beach, South Carolina, USA.

    Otubanjo, B.O. and Amaeshi, K. (2011). The Meaning of CSR-Identity: An Integration of the Meanings of CSR and Corporate Identity from a Semiological Perspective. The 8th International Conference of Corporate Identity/Association Research Group, LeBow College of Business, Drexel University, Philadelphia, USA.

    Otubanjo, B.O., Amujo, O.C. and Abimbola, T. (2009). Organisational Identity and Brand Covenance: a Semiotic Deconstruction. The 5th International Conference of the Academy of Marketing’s Special Interest Group on Branding, Identity & Corporate Reputation, September 1st – 3rd 2009, Gillespie Centre, Clare College, University of Cambridge, UK.

    Otubanjo, B.O. (2008). Stability and Change: How Firms Construct the Meaning of Corporate Identity, 1970-2005. 3rd annual Thought Leaders International Conference on Brand Management, Birmigham Business School, University of Birmingham, Edgbaston, UK, April.

    Otubanjo, B.O. and Melewar, T.C. (2008). Theorising the CSR Identity Construct. 10th International Corporate Identity Group Symposium, Brighton, UK.

    Otubanjo, B.O. (2008). Industry Construction of the Meaning of Corporate Identity in Nigeria’s Banking Services Sector: An Interpretive Analysis of Corporate Advertisements. 2008 Brunel Business School Doctoral Symposium, Brunel University, London (UK).

    Otubanjo, B.O. (2007). The Social Construction of the Meaning of Corporate Identity in Nigeria’s Banking Services Sector. 2007 Brunel Business School Doctoral Symposium, Brunel University, London (UK).

    Otubanjo, B.O. and Melewar, T.C. (2007). The Informal Corporate Identity Communication Process. Proceedings of the 4th International Colloquium of the Academy of Marketing’s Brand, Identity, and Corporate Reputation Special Interest Group, Brunel University London, UK.

    Otubanjo, B.O. and Melewar, T.C. (2007). Social Constructionist Philosophy, Semiotic Method and their Role in the Meaning of Corporate Identity. Academy of Marketing Annual Conference, Royal Holloway College, University of London, UK, 2007, London.

    Otubanjo, B.O. and Melewar, T.C. (2007). Understanding the Meaning of Corporate Identity: A Conceptual and Semiological Approach. 9th International Corporate Identity Group Symposium, Edinburgh, UK.

    Otubanjo, B.O. (2003). Corporate Reputation: Definition and Management, Working Paper, presented at the International Conference on Corporate and Marketing Communications. London Metropolitan University Business School, London, UK.

  • Cases

    Otubanjo, B. O. (2013). Wema Bank Plc: Developing a New Brand Personality. Under Review, European Case Clearing House.

    Otubanjo, B. O. (2013). Quirk Oil Nigeria: Proactive or Facing the consequences. Under Review, European Case Clearing House.

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