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Corporate Branding Key Concepts

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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 ?


4 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

  • 3 Abdul // Mar 28, 2010 at 12:22 pm

    Hello, i am a student, can anyone help me the difference between Image building and Reputation management?

  • 4 jay jay // Jan 16, 2012 at 4:45 pm

    Hie Abdul

    what if you say reputation building and reputation management,instead if image…in my opinion reputation and image are all the same

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