January 12th, 2006 ·
2,663 views · Discussing about branding and corporate branding we meet a lot of different and sometimes confusing concepts, sometimes similar or sometimes very different, sometimes unanimously similar understood or sometimes generating controversy in terms of meaning.
Corporate Philosophy - the business mission and values espoused by the management board (or founder).
Corporate Personality - the sum total of the characteristics of the organisation or a distinct organisational culture, which reflects the organisations (or founders) distinct mission and philosophy
Corporate Image - consisting of two components; functional and emotional. Functional relates to tangible characteristics while the emotional component is associated with psychological dimensions that are manifested by feelings and attitudes towards a company. Or it can be described as a profile or sum of impressions and expectations of that organisation, built up in the minds of individuals who comprise its publics.
Corporate Identity - comes into being when there is a common ownership of an organisations philosophy which is manifest in a distinct corporate culture (the corporate personality). At its most profound, the public feel that they have ownership of the philosophy.
Corporate Reputation - a collective representation of a firm’s past actions and results that describes the firm’s ability to deliver valued outcomes to multiple stakeholders.
Corporate Associations - a generic label used for “all information about a organisation that a person holds, including perceptions, inferences, and beliefs about a organisation.
Read more about Corporate Branding and Corporate Identity - what are they ?
Tags: corporate branding corporate philosophy corporate personality corporate image corporate identity corporate reputation corporate association
2 responses so far ↓
1 Mandy // Dec 2, 2008 at 4:25 am
Hello. I am a student. I am confusing that diference between branding and corporate brand. I did many research on it, however I cannot find the result on it. Would you mind tell me that the main diference between them? Thank you for your attention.
2 sarah // Dec 25, 2008 at 7:59 pm
Hello Mandy,
I am also a student, but I would say branding is the process itself of establishing a brand. There are different kinds of brands such as the corporate brand, a product brand or a service brand. If you brand a corporate name its different from branding a product.
Hope that was the answer to your question.
Kind regards
Sarah
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