Corporate Branding Marketing
The corporate brand is very important to contemporary organizations through any action. The company brand has become a valuable asset for the company, which is beyond the book value.
To answer the above question, it is important to explain what the corporate brand is. Then it is important to examine the question of how an enterprise brand is beneficial for an organization. What financial benefits may an organization have and to what extent it helps organizations to gain competitive advantage with their competitors.
Authors and scientists include many different company brands. Some of the defamation is as follows:
David A. Aaker defined the corporate brand: "As a brand that defines the organization that offers and is behind the offer, the company is primarily defined by organizational associations with potentially rich heritage , with assets and capabilities, people, values and priorities, a local or global reference frame and a formance record. "
(David A. Aaker Portfolio Strategy, California Review Vol46 no3 Spring 2004) According to Balmer (2003) the sixth identity type, the allied identity, which it considers independent and distinct. Balmer (2001) developed the mnemonic C2ITE (cultural, complex, tangible, ethereal and engaging), reflecting the unique attributes of corporate brands and helping to understand the most important features of the corporate brand. The corporate brand is the creation, management and communication of the corporate brand value in order to guide management decisions, actions and normative behavior. Then we can say that the brand is usually a product or property right mark
So it is capable of expressing itself and openly and then clearly communicating the message with consumers.
"The corporate branding philosophy, which includes an explicit alliance between organizations and key interest groups, including customers" (Balmer & Greyser, 2003).
Corporate branding can be defined as "corporate branding involves the practice of brand name: an attempt to exploit corporate branding to create brand recognition."
The Promise of Organizations leading to corporate brand protection; This is where consumers have a strong, strong and unique relationship with the corporate brand in memory (Keller 1993). The corporate brand has many benefits as corporate brands represent the class and are well-versed in every body, for example, when David Beckham said, "I can not imagine anything like Adidas." Although he is a contracted model for Adidas, he also reflects that Adidas is also a luxury and expensive item and status tag. This sportsmen bought it with money. Rolex watches can serve as an example, and Rolex is the watch for top quality people. This makes people buy the Rolex watch for the money to show the class. This is the trademark of Adidas and Rolex.
Trademark can also be transferred to other products. This can be seen when purchasing Voda. Before the VW took over Skoda's sales, Skoda has improved in recent years and sales have also risen because VW has taken over Skoda's brand stock. G.M engines also purchased various corporate brands such as Daewoo and Volvo and give them brand protection.
This does not stop there, so many other benefits that an organization already has a corporate brand. Newman (2001) suggests that the success rate for a new product or service can be increased by twenty percent when behind an enterprise brand. When you start a product or service, costs can be reduced as if you did not have a corporate brand.
This is because of trust and credibility built by organizations. Consumers prefer to stay in the previously treated organization. When Mercedes constructed 4×4 people, they bought the vehicle, even though this was the first time the Mercedes 4×4 was launched. Mercedes managed to achieve this by string branding and consumer confidence.
Enterprise brand shows longer service life than comparing other company resources. For example, the Coca Cola brand is much older than plants and the site. It is also older than the human resources that produce the product. Grant (1991) found that the corporate brand is slowly slowing down and strong corporate brands can reduce competition in the market. Products have a shorter life-cycle, so corporate brands prefer product range.
The corporate brand is an intangible asset and therefore difficult to copy because it is not a product family product. The corporate brand represents a logo or slogan that is protected by laws and which is in their place. Slogans or logos are much safer than the product, as it's easy to copy a product, but it's almost impossible to copy a logo.
The corporate brand helps to achieve the economics of emissions, which means it is less costly for a company to produce two separate products than two specialty companies to make them separately. For example, Nike has the global "Just Do It" password and Nike can promote its various products and services through advertising.
Thanks to the advances in technology and the communication world, it becomes an increasingly small community. Consumers are much more familiar than ever. Globalization is common among all major organizations. The corporate brand is important for globalizing organizations to show that their fundamental value is everywhere in the product.
The corporate brand is very useful if organizations want to move to a new market. This is evident when Samsung entered the mobile communications market, Samsung did not have much experience in the mobile market, but the latest mobile model of the Samsung D500 surpassed Nokia and Motorola's models. This is primarily the case with innovation, but the brand has also played a peculiar role. Samsung is a brand that is trusted by consumers and has long been known.
According to Balmer (2001), the corporate brand is seen as a rare entity due to the unique pattern of development of brands. Companies with corporate brands gain a competitive advantage over those who do not have a corporate brand. The brand name, the logo, plays a key role in consciousness and provides the customer with peace of mind. Olins (2001) rated Manchester United and British Airways as corporate brand organizations. The reason is that these organizations are already corporate brands because they have introduced the brand of marketing such as T.V Advertising, Billboards and other marketing campaigns. These companies spend billions of pounds on advertising to get a corporate brand as organizers of the corporate brand believe it is a competitive advantage for them. By establishing Olins, it can be stated that the corporate brand is important for organizations.
Davis claims that corporate brands are not required by some companies, such as Unilever, Proctor and Gamble, to use brand branding instead of introducing a corporate brand. The importance of the corporate brand is not included in the past by large companies such as Surf's Unilever product. Unilever places a general emphasis on brand branding, compared to a corporate brand. But the importance of the corporate brand has been explored in these big companies.
Balmer commented on the general magazine "Mighty Proctor and Gamble", who has traditionally raised the idea that their brands should have two on their own feet. that Proctor and Gamble manage the company, and the company's CEO has decided that the company will be the ultimate corporate brand in the future. "
From the above findings it can be stated that the corporate brand means loyalty, which means that consumers only stick with a brand and do not choose any other product. such as Rolex or Mercedes, but whenever it is important for daily things like milk and bread company brand, it's important as we're not going to get another mile to get Safeway milk. Many are just in one corner store or one
Organizations are now much more challenging at the time of branding, and found that the corporate brand is complex and difficult to rapidly change fundamentals. "Balmer (2001) finds that corporate brands are culturally reflecting the subcultures of organizations. Consider Mercedes's example of having a corporate brand nvonalú, luxusos and powerful and prominent culture of the class C-class and S-class M below.
Is the most important issue here, concept branding? Enterprise brands generally have a longer service life than the brand of a product. Corporate branding has a major disadvantage as if a company had a bad reputation on its corporate brand and would have an impact on all products. Balmer (2003) describes the corporate brand as having many stakeholders, and therefore highlights the growing importance of corporate branding. Olins suggested that organizations that do not understand what they are talking about are generally unsuccessful in the long run.
Corporate branding should be used properly, and a strong corporate branding organization can not enjoy strong branding, keep promises, and behave ethically. Coca Cola used its advantage ethically when it first introduced its water to Dasani U.K and later discovered that it was nothing more than tap water from general water supply. McDonald's also appears to be representing an organization that provides their customers with clean meals, but there have been cases where some McDonald's stores were forced to eat because of unhealthy food. It is important that organizations with strong corporate branding, such as Coca Cola and Mercedes, should bear the values they represent.
The above essay suggests that corporate brands were created to gain significant awareness on a competitive market. The corporate brand also has an internal and external impact. The corporate brand has many advantages, such as gaining competitive advantages to competitors and achieving economies of scale. The organization needs to manage its corporate brands efficiently and efficiently in order to get the most benefit.
From the aforementioned authors, we can also conclude that many organizations with strong corporate brand are facing difficulties in the future. So corporate organizations such as Proctor, Gamble and Unilever have to work for a strong corporate brand.
Effective and strategic support for your corporate brand can help organizations' business conduct. The company brand is stronger than product quality and price, but successful strategies are needed.
As John Stewart, former Chief Executive Officer, Quaker stated, "If this business breaks down, I'll give you the land and the bricks and mortars, and I'm the brand and the trademark, and I'm better off than you."
Ackerman LD, (2000) Identity of Fate, Leadership and Roots Berrett-Koelher Publishers
Argetni P & Druckenmiller B, (2004) Reputation and Corporate Brand
Balmer JMT & Greyser AG, (2003), Discovery of the Company, Identity, Image, Fame, Corporate Branding and Enterprise Marketing, Routledge, Cornwall
Balmer JMT Journal of Management, Corporate Branding and Connoisseurship Vol.
Balmer. (2001) "The Three Strength of Corporate Governance and Seven Deadly Sins" Journal of General Management, 27, (1), 1-17
Barich, H, and Kotler, P. (1991) Marketing Imaging, Sloan Management Review Vol. 32, No. 2
David A. Aaker, California Management Overview, Brand Portfolio Strategy vol46 no3 Spring 2004.
Davis S., Corporate Branding, Strategic Leader of the Brand 19659002 Johansson JK & Hirano M., (1998), Brand Reality; The Japanese Perspective, available at: msb.edu/faculty/johanssj/web/BrandReality.PDF (Access 12/05/05)
King. S (1991) In the 1990s "- Journal of Marketing Management, 7, 3-13
Olins. the brands take over the company ", Schultz.M, Hatch. M, Larsen. M & # 39; Expressive Organization & # 39; Oxford Uni Press, 2001
Source by sbobet th