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Corporate Branding

Corporate branding is a strong tool for re-aligning a corporate strategy and ensures that the corporation – big or small – is leveraging adequately on the untapped internal and external resources. The corporate brand is the face of the business strategy and promises what all stakeholders should expect from the corporation.

Corporate Branding

Are Corporate Brands Dead?

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Are Corporate Brands Dead?

Recently Jan Rijkenberg raised some interesting points in an article in which he questioned the importance, indeed the relevance, of underpinning individual brands with the identities of their corporate owners. It does brands no favors, he suggests, to collectivize them as part of the bigger entity. In so doing, he maintains, they lose their individuality and therefore their specific appeal. It’s a well-argued and reasonable case that cautions against big picture corporate brands overshadowing their assets and diluting their valuable personalities to fit with a bigger body’s self-aggrandizing agenda.

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Corporate Branding

5 Determinants Of A Company’s Reputation

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Many people know that reputations take a long time to build and a short time to damage. Several companies are known and admired for their contributions to environmental sustainability and worker welfare. Toyota, for instance, received well-deserved kudos for introducing its hybrid Prius automobile, which gets 50 miles per gallon. GE won praise for its Ecomagination effort to make money by solving environmental problems, having launched green industries such as wind power and solar panels. Starbucks is admired for using purchasing practices that help coffee farmers achieve a decent income, and Reebok was the first in its industry to adopt standards for fair treatment of workers.

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Corporate Branding

Benefits Of The Corporate Brand

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enefits Of The Corporate Brand

There are several benefits from employing a corporate branding strategy which a corporation can exploit.

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Corporate Branding

Corporate Branding Strategy Defined

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The competition in the global business environment is tough and achieving a unique position and competitive advantage is becoming more and more difficult and expensive. The high level of investment necessary to maintain production capabilities and rising cost of R&D for product differentiation, makes strong marketing capabilities and unique brands pre-requisites for modern companies to cover these heavy investments. How can companies and management teams catch up?

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Corporate Branding

10 Steps To Successful Corporate Branding

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10 Steps To Successful Corporate Branding

Corporate branding is a strong tool for re-aligning a corporate strategy and ensures that the corporation – big or small – is leveraging adequately on the un-tapped internal and external resources. There are 10 crucial steps on the way to a successful corporate branding strategy, and they can serve as a useful guide for any corporate branding project.

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