In this essay I intend to assess the growing roll that corporate branding is playing in today’s business environment. This assessment will be based on three peer reviewed academic journal articles, core texts and notes from the class.
Academic Journal Articles Reviewed:
Keller, K.L. (2006), ‘The Importance of Corporate Brand Personality Traits to a Successful 21st Century Business.’ Journal of Brand Management. Vol. 14. Nos. 1/2, 74-81.
Reckom, J. V. (2006), ‘Capturing the Essense of a Corporate Brand Personality: A Western Brand in Eastern Europe.’ Journal of Brand Management. Vol. 14. Nos. 1/2, 114-124.
Hulberg, J. (2006), ‘Integrating Corporate Branding and Social Paradigms: A Literature Study.’ Journal of Brand Management. Vol.
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Well established relationships with complimentary external partners, suppliers, etc. also make a company more agile by creating more intricate networks.
As mentioned before it is essential that the company has a good understanding of itself. The traits described above should be used to portray the brand identity – ‘A unique set of associations that the brand strategist aspires to create or maintain. These associations represent what the brand should stand for and imply a potential promise to customers’ (All About Branding) - of the company. However, the message a company wishes to deliver and how it is perceived by the consumer (brand image) may be very different. Rekom et al. discuss the importance of the essence of the brand and how consumer’s ‘naïve theories’ may impact on the brand. According to Reckom et al.(2006) naïve theories are the associations consumers have to organise and ‘casually link the different characteristics of the brand.’ It is these casual links that form the corporate brand personality in the mind of the consumer. Based of feedback the company receives from consumers, through market research, it can see if its brand identity is inline with consumer perception. If it is not, then the company will have to augment its marketing communications strategy to suit its consumers. This is a very delicate area as diversifying too far from the brand identity may result in rejection from the consumer. This is
Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering
Brand personality is a set of features and human characteristics that is associated with the brand. As one of the most important promotion tools, it will attract the target audience 's attention. A brand personality that is well defined will lead to customer trust, emotional attachment and loyalty. Better communications between a customer and product is one of the results of
“ “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 “(Matrix AMC, 2014) CCC will need to establish an organizational branding standard that makes a statement to potential clients of the high standards that they bring to the business.
In a society where corporations are constantly competing for business, branding has become the ultimate way for companies to win over customers. Defining exactly what a brand is, however, is a challenging task. ‘Brand’ has become something of a buzzword over the past decade, though this is not without reason, given the functional purpose of branding in building a competitive business. Branding is much more than a buzzword - it is, in a sense, a company’s promise to its consumers. When a product, service, or company is well branded, consumers know exactly what they’re going to get when they invest. In another sense, branding is the outward projection of what a business hopes to associate with its name. A brand includes not
For a company’s brand, this personality - based upon value opportunities, is the frame work of a good brand. Branding communicates that a company and their products share the same values as its customers.
In the contemporary business scenario and the stiff market competition, ‘brands’ are inevitably gaining importance in business perspective as the most valuable assets that can be possessed by a firm. The markets in the past were closed but now with the forces of globalization and liberalization taking over the ride, the competition prevailing in the market has boosted up significantly and hence there is a herd of marketers that are constantly yearning for portraying their product as a unique product proposition delivering most satisfaction and hence to accomplish this objective they come up with a brand. The present study explores the various facets of business activity involved with ‘branding’.
Throughout the years there has been a rise on advertisement from being basic to extremely extravagant. Companies have been trying to keep up their brand reputation up for years. I wanted to find out why so many people worldwide are putting their trust in a product by just hearing the name brand name.
Branding is most commonly known as a form of marketing practice that links a company’s product and services to cultural meanings. According to Rashid (2012), brands have become one of the most discussed phenomena of marketing research in recent years. Brands are not simply a symbol on a product or a mere graphic but a company’s signature on constantly renewed creative process that yields various products. While products can live and disappear, the brand remains alive. The consistency of this creative process is what gives a brand its meaning and characters. Logos have also become an increasingly important element of a brand in today’s mass-market economy as a means of differentiation. Logos are the first step for any marketing as it is the face of the brand. According to Stahle (2002), logos help companies distinguish themselves from their competitors when there are so many product choices for consumers as they
This study provides a detailed examination of the highly debated academic conceptions of the notion of brand
They recognise the link between successful businesses and strong branding and aspire to build a brand that emulates similar success for themselves. They also understand that branding is not just a logo or how their business is perceived externally. But too few realise that successful brands have this branding at the heart of the business.
“A brand is a distinguishing name and/or symbol intended to identify the goods or services of either on seller or group of sellers, and to differentiate those goods or services from those of competitors” (Aaker 1991).A brand is the most valuable asset for an organization in the current competing world. Every organization is formulating strategies to make its brand popular and significant not only in markets but also in minds of the customers. Brand is the relation of customer with the brand. It is promise which a company makes to the customer about the goods and service they offer (Gregg 2002) Branding involves decisions that establish an identity for a product with the goal of distinguishing it from competitors offerings
A brand is also a kind of promise. It is a set of fundamental principles as understood by anyone who comes into contact with a company. A brand is an organization's "reason for being." It is how that reason is expressed through the various communications to its key audiences, including customers, shareholders, employees, and analysts. A brand should also represent the desired attributes of a company's products, services, and initiatives. Many businesses try but fail to create a successful brand. Here are ten of the most common mistakes:
With the growth of world economy markets became flooded with competition, organisations started to understand the importance of building strong brands (Norjaya, 2007). Aaker (1996) said that well-known brands brought loads of advantages and allowed companies to establish their identity in the market. Brand equity is built on brand identity and brand image therefore it is important to study those 2 topics (which in my eyes are inseparable) fully. Brand Identi-ty is something what company is promoting and wanted to be seen, whereas Brand Image how the company wants to be seen, where the second one is the actual portrait of the compa-ny on consumers’ minds (Yastrow 2013; Keller, 2003; Kotler et al, 2009). Keller (2003) said that organisations are spending huge amount of money in order to bridge the gap between brand identity and brand image, essentially smaller gap would mean that consumers are be-lieving in brands core
Aaker (1997) defined brand personality is the set of human characteristics associated with a brand. Aaker’s framework as figure 1 shows, and it represented “Big Five” personality model, which are the original work (Norman 1963; Tupes and Christal 1958), NEO Model (McCrae and Costa 1989), Big Five Prototypes (John 1990), ACL (Piedmont, McCrae, and Costa, 1991), and Inter-Circumples Model (McCrae and Coata 1989). The framework was divided five brand dimensions: sincerity (Down-to earth, honest, wholesome, cheerful), excitement (daring, spirited, imaginative, up-to-date), competence (reliable, intelligent, successful), sophistication (upper class, charming), and ruggedness (outdoorsy, tough).
For that reason it is the aim of this report to clarify this matter by defining what do the terms brand and branding