the coherent outward expression projected by an organization. A corporate brand is a product of an organization's corporate strategy, mission, image, and activities. Corporate brands distinguish organizations from their competitors, orient the organization in the minds of customers and employees, and create a perception of what an organization stands for. There is much debate about the precise nature of corporate brands, and about their depth. Corporate branding has been seen as a superficial quick fix to restore a company's tarnished image or revitalize an ailing company. It requires board level coordination, however, and rather than being arbitrarily imposed on an organization, it is actually a product of the sum of its activities. Changing a corporate brand, or rebranding a company, can only be accomplished by changing strategy and activity within the company.
There is a growing interest in the topic of corporate brands, with confusion about what this means. This paper argues that the brand concept is context independent, thus the concept of the corporate brand is the same as the concept of the product or services brand. However, it is the...
In Brand Chartering lies a new idea: The brand is not something separate from the business itself. The brand lies at the heart of every organization. The brand informs, and is informed by, the corporate culture. How you organize your business reflects what the brand means to you - and...
Brands can represent just about anything. Because of this, word “brand” is so overused that its meaning has become ambiguous. Some think of a brand as purely an icon, logo or word. Others prefer to relate the word “brand” to corporate worth or reputation. It’s surprising that so many companies...
From the executive summary: ‘Branding experts agree that the essence of a brand is trust; it is especially true of the corporate brand. On the business side, corporate brands are supposed to indicate a safe place to invest money, and a good place to work and build a career. On...
When a pharmaceutical company is acquired, a key decision is made as to whether or not the corporate brand should be discarded or retained. This decision of how to use the acquired corporate brand has an internal and external dimension. An acquired corporate brand can enhance offerings by being an...
The market orientation literature distinguishes between market driven and market driving approaches. Although, most of the companies provided as examples of the latter approach have strong corporate brands, the corporate brand and associated brand values have not previously been considered as a basis for market driving. One argues that the...
The concept of “brand” and the practice of “branding” have become two of the most misunderstood terms in today’s business lexicon. A corporate branding strategy involves more than just leveraging the all-encompassing corporate name and what it stands for across a multitude of products and services. It requires a mindset...
The paper emphasizes that consumers believe companies are making improvements when it comes to corporate citizenship and that translates to an effect on the bottom line. Can corporate citizenship influence opinion and behavior, turning consumers into brand champions? It reveals about the Change Corporate Citizenship Index CCI which is a...
This article implies that brand design must be less about corporate identity the way an organization looks and more about corporate idea (what it stands for, and what it does). In this new century, ideas – radical, social, tangible things – are all that will matter. Once firms saw the...
Brand extension is a widely-used strategy which has been the subject of much research. However, there is a paucity of research analyzing the retrospective effects that extensions have on the image of the parent brand, especially in a service context. This paper attempts to validate a model to explain service...
The paper highlights that the inherent upside of attaching a celebrity to a brand is that the brand literally has a face, name and personality that immediately project an image of a living, breathing, credible person as opposed to a faceless corporate entity. The downside is that individuals are not...
In this paper, the authors' build on consumer-company identification and identity consumption theory to investigate the impact of perceived corporate values on brand preference. The authors' model proposes that brand value attractiveness defined in terms of perceived corporate values and value importance positively affects brand preference and that this main...
In addition to a well-developed system for doing business, brand identity probably is a franchiser’s most important stock in trade. Through in-depth analysis of more than 700 Fortune 1000 companies, it has been proven that corporate branding efforts have a significant, measurable impact on financial performance. A strong brand will...
There is no question that brand diversity is on the block. The paper depicts that the art of brand deletion is neither straightforward nor well understood, and that no decision to delete a brand should be reached as a textbook exercise. Even though market pressures are increasingly arguing for reduced...
The author has met and spoken with many SMEs in the author's personal experience, it is generally viewed by small to medium sized business owners that branding is an external and cynically manipulative activity adopted only by larger and wealthier firms for large corporate positioning. There is also a common...
Aligning the organization, operations and culture around the brand values brings the promise to life. A corporate brand stands for the relationship that an organization has with its employees, as much as it represents the relationship that it has with its customers through its product and service offering. For a...
From the executive summary: 'The inherent upside of attaching a celebrity to a brand is that the brand literally has a face, name and personality that immediately projects an image of a living, breathing, credible person as opposed to a faceless corporate entity. The downside is that individuals are not...
When companies fail to fully think through the written expression of their brand, it’s BAD news all round. So why aren’t more brands doing it? The curiosity is that many companies pay lipservice to the “total effect” of brand idea. Brand is all encompassing, all influencing. Brand summarises the expression...
One of the most powerful drivers of brand in any marketing is design. Companies need to understand and manage design to achieve maximum brand-building results. From the design of the corporate identity to retail, web, packaging, and products, design is the key that ties it all together. The article deals...
Branding is such a fundamental part of marketing that it is worth understanding it completely. Within a company, there are different levels of brand concepts, and they are all inter-related. These levels have been explained with the help of a diagram and in detail. One will also see Independent Brand...
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