Lagos Business School

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.


Journal Articles

Otubanjo, B.O. and Adegbile, O.E. (2019), The corporate heritage brand development process: a new institutional theory approach, IUP Journal of Brand Management. (Accepted)

Otubanjo, B.O. (2018), Uncovering ‘Meanings’ Through Animal Figurative Marks in Corporate Logos, IUP Journal of Brand Management, Vol. XV, No. 4.

Otubanjo, B.O. and Epie, C. (2018), Re-examining the meaning of corporate branding: does corporate advertising give useful insights”, IUP Journal of Brand Management.

Otubanjo, B.O. (2018), Building a powerful entrepreneurial brand: the role of critical success factors and its impact on competitive advantage, IUP Journal of Brand Management.

Otubanjo, B.O. (2018). Differentiating financial services brand through the Multi-layered Service Strategy (MSS): some insights from the resource based view f the firm, IUP Journal of Brand Management.

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 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: A discourse approach to brand leadership management, International Journal of Marketing Studies, Vol. 5 No. 1.

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), Operationalizing 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), Operationalizing 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 organizational 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 organizations, 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.

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