Corporate branding: Difference between revisions
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==Corporate brands and corporate identity== | ==Corporate brands and corporate identity== | ||
===Corporate identity; definition=== | |||
Brand identity has been studied from various fields. This interdisciplinary nature has resulted in a variety of definitions and conceptual frameworks that reflect the complex idea under it. Globaly, brand identity includes a set of traits and aspects that determine how a brand is, thinks, and behaves. Brand identity is consequently an important concept in branding as it not only defines the purpose and meaning of the brand, but also the way it should follow <ref> Buil I., Catalán S., Martínez E. (2014) p.6 </ref>. | |||
===Links between the two ideas=== | |||
A way to understand the relationship between corporate identity and corporate brand is to view the relationship as a form of harmonious blend; a new-born entity is created. This is based on the idea that a corporate brand develops from a corporate identity <ref> Balmer, J.M.T. (2012), p.1075 </ref>. | A way to understand the relationship between corporate identity and corporate brand is to view the relationship as a form of harmonious blend; a new-born entity is created. This is based on the idea that a corporate brand develops from a corporate identity <ref> Balmer, J.M.T. (2012), p.1075 </ref>. | ||
==Title== | ==Title== | ||
==Footnotes== | ==Footnotes== | ||
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==References== | ==References== | ||
* Balmer, J.M.T. (2012), [https://doi.org/10.1108/03090561211230205 ''"Strategic corporate brand alignment: Perspectives from identity based views of corporate brands", European Journal of Marketing, Vol. 46 No. 7/8''], Emerald Group Publishing Limited, Bingley. | * Balmer, J.M.T. (2012), [https://doi.org/10.1108/03090561211230205 ''"Strategic corporate brand alignment: Perspectives from identity based views of corporate brands", European Journal of Marketing, Vol. 46 No. 7/8''], Emerald Group Publishing Limited, Bingley. | ||
* Buil I., Catalán S., Martínez E. (2014) [https://doi.org/10.1016/j.brq.2014.11.001''"BRQ Business Research Quarterly; The Importance of Corporate Brand Identity in Business Management: An Application to the Uk Banking Sector" Volume 19, Issue 1''], Elsevier Espana, Barcelona. | |||
* Foster, C., Punjaisri, K. and Cheng, R. (2010), [https://doi.org/10.1108/10610421011085712 ''"Exploring the relationship between corporate, internal and employer branding", Journal of Product & Brand Management, Vol. 19 No. 6''], Emerald Group Publishing Limited, Bingley. | * Foster, C., Punjaisri, K. and Cheng, R. (2010), [https://doi.org/10.1108/10610421011085712 ''"Exploring the relationship between corporate, internal and employer branding", Journal of Product & Brand Management, Vol. 19 No. 6''], Emerald Group Publishing Limited, Bingley. | ||
Revision as of 17:08, 2 November 2022
Corporate branding is how a brand differentiates itself from its competitors. It is not difficult to find organizations that have mastered this technique.
Corporate branding, what is it?
To give a quick and simple definition, corporate branding is a clear promise between an organization and its key stakeholders. It is important that a company always keep her promise in all areas of the company. All attributes of an organization's identity must be communicated in the form of a well-defined branding proposition that verba the organization's efforts to communicate, differentiate and enhance its brand to key stakeholders [1]. Corporate branding is the systematic and conscious management of attitudes, communication and symbolism in order to achieve a good and positive reputation among an organization's target group [2].
Corporate brands and corporate identity
Corporate identity; definition
Brand identity has been studied from various fields. This interdisciplinary nature has resulted in a variety of definitions and conceptual frameworks that reflect the complex idea under it. Globaly, brand identity includes a set of traits and aspects that determine how a brand is, thinks, and behaves. Brand identity is consequently an important concept in branding as it not only defines the purpose and meaning of the brand, but also the way it should follow [3].
Links between the two ideas
A way to understand the relationship between corporate identity and corporate brand is to view the relationship as a form of harmonious blend; a new-born entity is created. This is based on the idea that a corporate brand develops from a corporate identity [4].
Title
Footnotes
References
- Balmer, J.M.T. (2012), "Strategic corporate brand alignment: Perspectives from identity based views of corporate brands", European Journal of Marketing, Vol. 46 No. 7/8, Emerald Group Publishing Limited, Bingley.
- Buil I., Catalán S., Martínez E. (2014) "BRQ Business Research Quarterly; The Importance of Corporate Brand Identity in Business Management: An Application to the Uk Banking Sector" Volume 19, Issue 1, Elsevier Espana, Barcelona.
- Foster, C., Punjaisri, K. and Cheng, R. (2010), "Exploring the relationship between corporate, internal and employer branding", Journal of Product & Brand Management, Vol. 19 No. 6, Emerald Group Publishing Limited, Bingley.
Author: MATHIEU Amaury
