Branding
• Brand: A trade name, a mark, an
identity.
• Branding is a well defined process.
• Branding is personality of a company.
In branding there are two mostimportant elements:
• Positioning
• Identity
Positioning
“The process of creating a perception in the consumer’s
mind regarding the nature of a company and its products
relative to the competition”(Clow & Blaack)
Attribute
Cultural
Symbol
Competitors
POSITIONING
Price-Quality
Relationship
Application
Use
Purpose of Brand
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It can inspire the organizationIt can motivate
It can connect
It can simplify
It can inform and engage
Branding plays a key role for Business Growth
Corporate image – What is it?
Corporate
Identity
Corporate
ImageCorporate identity
• The way in which an organization presents
itself
– Symbols
– Communication
– Behavior
Corporate identity media
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Product
Price
Logos
NameStationery
Brochures
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Visit cards
Uniforms
Sponsorship
Packaging
Labeling
Signs
Importance of identity
• Raises motivation among employees
• Inspires confidence instakeholder groups
Corporate identity and reputation
Reputation is the most important commercial
mechanism for conveying information to
consumers.
When having to choose similar products, 9 out
of10 consumers base their decisions on the
reputation of the company. Mackiewicz
Corporate image is the perceived sum of the entire
organization - its objectives and plans.
It
encompassesproducts, services, management
style, communications activities and actions
around the world.
G.A. Marken
• Corporate image: a company name, logo,
signage system and any other visual appearance
of abusiness.
• It is visible element for business
Corporate image is three parts
• Corporate communication
• Corporate value
• Corporate design
Components of a Corporate Image
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