Case Study about Bringing the Corporation into Corporate Branding
Abstract This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisationalculture and corporate image is presented. The model is based on a gap analysis, which enables managers to assess the coherence of their corporate brand.
Support for the shift to corporate branding often comes from within marketing. For example, some marketing researchers have claimed that a strong corporate brand has signifcant impact in creating positive consumer perceptions of existing products and new product extensions (e.g. Brown and Dacin, 1997; Ind, 1997). Others have addressed the special processes of creating corporate brands in the service area, emphasising the differences between services and fast-moving consumer goods as foundations for corporate branding processes.
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