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Corporate Communication
Corporate Branding
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Corporate Branding
What is a brand
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Branding
Consuming a brand
To 'Fit in' and stand out'
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Corporate Branding
Product branding
About distinguishing products
Imbues mass produced goods with meaning and identity
The brand is a promise to the consumer
brands provide consumers with a pool of symbols to use whenconstructing their personal identitiesChristensen et al 2008
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Corporate Branding
Corporate branding can be defined as the attempt to brand theorganization as one coherent entity, one integrated body.Christensen et al 2008
The aim is to create an aura or umbrella that will cast its glow overthe corporation and the product brands.
An increased interest in the corporation behind the product brands,ie. Their values and demeanor.
Gaining legitimacy:- Being different but still the same as everyone else
Corporate branding
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Corporate Branding
What is a brandIn a product-sense:What makes your product valuable to the consumers, besides its mere
functional attributes.
a product is something that is made, in a factory; a brand issomething that is bought, by a customerStephen King in Ind 1997
A corporate brand is:
Not just marketing of the corporation three key differences betweenbrands and corporate brands:
- Intangibility- complexity- responsibility
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Corporate Branding
Intangibility
Consumers can not feel the corporation, thus the brand is based oninformation
Brands are based on bits and pieces of information - consumers
themselves fill in the blanks
The information the public receives (and the way they receive it), iswhat builds their notion of the corporate brand
A myriad different views of what a corporations stands for what the
majority thinks is what one could call the corporate brand.
To manage (and create) a corporate brand consistency ofcommunication to, and building relationships with, all stakeholders
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Corporate Branding
Intangibility
Building relationships with stakeholders
People want to receive an individual treatment the want productstailored to their exact needs.
But post-fordism marketing have been focused on mass marketing andquantity instead of quality.
Technological development have made it possible to achieve large scaleindividualization of products.
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Corporate Branding
Complexity
A corporation is a complex entity
- Complexity creates confusion
To reduce the complexity:- Deliver one core message integration of communication efforts
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Corporate Branding
Responsibility
A corporate brand is burdened/blessed with a social responsibility.
A product brand can not be responsible a corporation can.
The soul of the corporation is linked to its ability to be responsible
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Corporate Branding
A strong corporate brand is made up of three brand stars
* Vision
* Culture
* Image
Star gaps:
- Vision-culture gap
- Image-culture gap
- Image-vision gap
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Corporate Branding
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Corporate Branding
Enacting the corporate brand
Goal: to deliver the brand promise to all stakeholders
- Involving employees
- Involving other stakeholders
Successful corporate brands are characterized by participativeapproaches whereby senior management provide guidance abouttheir brand's values, but find mechanisms to engage staff indebates about their values to encourage a mediated, consensusview.de Chernatony 2002
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Corporate Branding
The move to corporate branding a move towards aligning culture and
brand
A move towards focusing on all stakeholders not just consumers
The employee as an embodiment of the brand
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Corporate Branding
To sum up..
A corporate brand is more than just the outward manifestation of anorganization its name, logo, visual presentation. Rather it is thecore ofvalues that define it. The communication of those values is
of course and important part of what an organization is... Thecompany that can communicate effectively helps to ensure that itsvarious audiences knows what it does and what it stands for.Ind1997
Communications must be based on substance. If they are not,inconsistency creeps in and confusion follows shortly thereafterInd 1997
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Corporate Branding
What are values
A value is an enduring belief that a specific mode of conduct or end-state of existence is personally or professionally preferable to anopposite or converse mode of conduct or end-state of existence.deChernatony 2002
Values thus drives behavior
Aligning individual values with corporate values
Corporate values in the vision:- Category vs. unique values
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Corporate Branding
What are values
How the organizational culture adhere to the corporate values:
Three subcultures:- Enhancing subcultures- Orthogonal subcultures- Countercultures
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Corporate Branding
Cases where you shouldn't use a corporate brand:
- Product incubators
- Mergers and acquisitions
- If expecting fallout from a high risk venture
