Corporate branding
This article relies largely or entirely on a single source. (December 2012) |
Marketing |
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In
Corporate branding affects multiple
Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touchpoints. These touchpoints include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services.[1] Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand. Corporate branding can also be viewed from several approaches, including critical perspectives.[2]
It has been argued that successful corporate branding often stems from a strong coherence between what the company's top management seek to accomplish (their strategic vision), what the company's employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, may indicate an underperforming corporate brand. This type of corporate brand analysis has been labeled the Vision-Culture-Image (VCI) Alignment Model.[3]
Changes in stakeholder expectations are causing an increasing number of corporations to integrate marketing,
Top 10 Most Valuable Brands
According to Forbes, these are the world's highest ranking brands in 2021.[5]
- Apple - $241.2 B
- Google - $207.5 B
- Microsoft - $162.9 B
- Amazon - $135.4 B
- Facebook - $70.3 B
- Coca-Cola - $64.4 B
- Disney - $61.3 B
- Samsung - $50.4 B
- Louis Vuitton - $47.2 B
- McDonald's - $46.1 B
See also
- Brand architecture
- Corporate Identity
- Corporate Image
- Corporate Social Responsibility
- Brand management
- Brand orientation
- Brand
- Employer branding
- Family branding
- Individual branding
- Marketing
- Trademark
- Umbrella brand
References
- ISBN 978-87-630-0140-3.
- ISSN 0309-0566.
- ^ MJ Hatch & M Schultz, Taking Brand Initiative: How Companies Can Align Their Strategy, Culture and Identity Through Corporate Branding (San Francisco: Jossey Bass, 2008).
- ISBN 978-0-7494-7138-5.
- ^ Swant, Marty. "The World's Most Valuable Brands". Forbes. Archived from the original on 2012-10-07.
Further reading
- Balmer, John M. T. and Greyser, Stephen A. (eds.), Revealing the Corporation: Perspectives on identity, image, reputation, corporate branding, and corporate-level marketing, London: Routledge, 2003, ISBN 0-415-28421-X.
- Schultz, Majken; Hatch, Mary J. and Larsen, Mogens H. (eds.), The Expressive Organization: Linking Identity, Reputation and the Corporate Brand, Oxford: Oxford University Press, 2000, ISBN 0-19-829779-3.
- Pratihari, Suvendu K. and Uzma, Shigufta H. (2018), "CSR and corporate branding effect on brand loyalty: a study on Indian banking sector", Journal of Product and Brand Management, Vol. 27 Iss: 1, pp. 57–78,
- Pratihari, Suvendu K. and Uzma, Shigufta H. (2018), "Corporate Social Identity: An Analysis of the Indian Banking Sector", International Journal of Bank Marketing, Vol 36 Iss: 6, pp. 1248–1284,
- Pratihari, Suvendu K. and Uzma, Shigufta H. (2019), "A Survey on Bankers' Perception of Corporate Social Responsibility in India", Social Responsibility Journal,
- Ind, Nicholas, The Corporate Brand, London: Palgrave Macmillan, 1997, ISBN 0-8147-3762-5.
- Marc Fetscherin, Jean-Claude Usunier, (2012) "Corporate branding: an interdisciplinary literature review", European Journal of Marketing, Vol. 46 Iss: 5, pp. 733 – 753
- Gregory, James R. and Wiechmann, Jack G., Leveraging the Corporate Brand, Chicago: NTC, 1997, ISBN 0-8442-3444-3.
- Godin, Seth., "Purple Cow", ISBN 978-0141016405