Corporate branding
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
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 [3].
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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.
- 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
