BNET Business Dictionary

Business Definition for: Corporate Brand

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.

Additional Resources

The Acquired Corporate Brand: 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...; Tags: Brand, Pharmaceutical Company, Branding, Marketing; White papers 2004-12-01
Mars Incorporated Unifies Corporate Brand Globally.: MCLEAN, Virginia, May 11 /PRNewswire/ -- Mars Incorporated announced plans today to unify its regional corporate brands under the single corporate brand name, Mars. By the end of 2007, with a few exceptions, all of the company's units operating in more than...; Tags: Mars Inc.; Research articles 2007-05-11
Adding vitality: Ian Stephens explains the thinking behind Unilever's new logo which reflects the development of the previously 'hidden' corporate brand name: Consumers around the world choose Unilever products 150 million times a day. Yet as a brand it is almost invisible, because until now it has only talked to the investment community. If you looked on the back of a pack of Persil the 'corporate' brand ...; Tags: brand, brand name, Unilever PLC; Research articles 2004-07-01
Leveraging The Corporate Brand: From the executive summary: ‘Brand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and complex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch...; Tags: Brand, David Aaker, Branding, Marketing; White papers 2004-04-01
Delta reveals new corporate brand: AIRLINE INDUSTRY INFORMATION-C1997-2007 M2 COMMUNICATIONS LTD Delta Air Lines (NYSE: DAL.WI) has revealed its updated corporate brand, described as a three-dimensional, red "Widget" icon flying across a blue background. The airline said that the updated brand, which is the result of months of employee and customer research, will...; Tags: brand, Branding, Delta, Delta Air Lines Inc., MARKETING; Research articles 2007-05-01

Intacct Announces New Corporate Brand and Two New Product Lines: Intacct Corporation, the leader in on-demand financial applications, today announced it has adopted a new corporate logo and new tagline, "Your Business Advantage. Intacct," as part of a company-wide repositioning strategy. In addition, Intacct is introducing two Web-based financial application suites: Intacct Small BusinessTM and Intacct EnterpriseTM. Shedding the...; Tags: Intacct Corp.; Research articles 2006-05-22
Kodak To Review Ad Agencies For New Corporate Brand Campaign: ROCHESTER, N.Y.--BUSINESS WIRE--March 31, 1995--Eastman Kodak Company CEO George Fisher today confirmed that the company is in the exploratory stages of a new corporate brand campaign.; Tags: advertisement, Eastman Kodak Co.; Research articles 1995-03-31
Kodak selects Ogilvy & Mather for corporate brand advertising campaigns: ROCHESTER, N.Y.--BUSINESS WIRE--Sept. 14, 1995--Eastman Kodak Company today announced it has selected the advertising agency of Ogilvy & Mather to manage and produce its new worldwide, corporate brand advertising and marketing campaign.; Tags: brand, brand advertising, Eastman Kodak Co., Ogilvy & Mather; Research articles 1995-09-14
ADVISORY/Amtrak to Announce Unconditional Satisfaction Guarantee; Employee Event Also to Include Unveiling of New Corporate Brand Identity: News/Assignment Editors and Transporation Writers ADVISORY...for Thursday (July 6) LOS ANGELES--BUSINESS WIRE--July 6, 2000 Amtrak will announce an unprecedented, unconditional Satisfaction Guarantee for guests, and reveal its new corporate brand identity -- a new logo and word mark -- at a major event today. The unconditional guarantee,...; Tags: Amtrak, Branding, MARKETING; Research articles 2000-07-06
Would a Brand Smell Any Sweeter by a Corporate Name?: 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...; Tags: Brand, Branding, Marketing; White papers 2001-08-01
The Role of Corporate Branding in a Market Driving Strategy: 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...; Tags: Strategy, Brand, Market Orientation Literature, Branding, Marketing; White papers 2005-02-01
The Impact of Perceived Corporate Brand Values on Brand Preference: An Exploratory Empirical Study: 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...; Tags: Brand, University Of Lausanne, Branding, Marketing; White papers 2004-01-01
Keep Your Brand Clean: 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...; Tags: Brand, Branding, Marketing; White papers 2002-10-14
Interbrand Insights, Aligning Your Organization And Your Brand For Performance: As business and consumer markets become more competitive, and customers become more demanding, companies must work harder to secure the fundamental relationships that fuel their business growth. Building distinctive relationships with customers is what branding is about, whatever the market, whoever the client. Comprehending the article will inform you that...; Tags: Brand, Performance, Interbrand, Branding, Marketing; White papers 2001-03-01
Aligning Your Organization And Your Brand For Performance: 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...; Tags: Brand, Performance, Branding, Marketing; White papers 2001-03-01
What's In A Brand?: 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...; Tags: Brand, Bitmark, Branding, Marketing; White papers 2003-01-01
A Brand New Role For IT: IT and marketing departments at major corporations face similar opportunities and challenges. Senior management has come to regard both IT and the corporate brand as crucial business assets, and both are now at the heart of strategy discussions at the highest levels. Even as companies recognize the importance of these...; Tags: Brand, Information Technology, CMP Media, Branding, Strategy, Marketing, Management; White papers 2002-04-01
Royal Bank of Canada Unveils Global Branding Strategy; New Brand Name Reflects Growing U.S. Presence: Business Editors NEW YORK--BUSINESS WIRE--Aug. 20, 2001 Royal Bank of Canada (NYSE,TSE:RY) announced today that the company's expanding financial services businesses in the U.S. will all adopt a new brand, using the letters "RBC" and a newly designed logo. The move is part of a worldwide corporate...; Tags: Bank of Canada, brand, Branding, Canada, FINANCE, financial, Investment, MARKETING, RBC Capital Markets, U.S.; Research articles 2001-08-20
Bank On The Brand: The state-of-the-art in strategic management through the corporate brand sees financial services companies using their brand as the uniting symbol of their differentiated direction and values. For the leading practitioners who are already there, we foresee that the next stage will be for them to integrate brand values into their...; Tags: Bank, Brand, Branding, Marketing; White papers 2001-05-15
Corporate Brand And Wall Street: Brand value as a number has little relevance. It can change at any time. Brand value and valuation are dependent on marketplace dynamics and management. Strong brands signify strong companies. While there have been instances where "image" overtook reality (e.g., Enron, Adelphia, the dot-coms) and caused stock prices to soar...; Tags: Brand, Marsh & McLennan Companies, Branding, Marketing; White papers 2003-01-01