brandXpress blog




Entries Tagged as 'Corporate Branding'

Corporate Branding vs. Product Branding

February 7th, 2006 · No Comments

Product branding is a well-known phenomenon in marketing. A brand is a promise to the customer that goes beyond the generic product, the technical and physical attributes. When selling a branded product the company promises that the consumer will achieve special qualities by using the product, different qualities than when using a similar non branded […]

[Read more →]

Tags: Corporate Branding

9 Components of Corporate Identity

January 26th, 2006 · No Comments

Marcia Yudkin author of Internet Marketing for Less Than $500 Year and 6 Steps to Free Publicity has an interesting list of 9 components of small business identity: 1. Values. Do you stand for stability, like Prudential insurance? Innovation, like 3M? Educational curiosity, like the Discovery Channel? Social consciousness, like Ben & Jerry’s Ice Cream? […]

[Read more →]

Tags: Corporate Branding

Trends in Product Branding

January 18th, 2006 · No Comments

There are two trends in product branding, which may at first seem disconnected: the focus on product experiences, and the growth of corporate branding.

People increasingly see the product experience as a key driver of the brand relationship. The quality of the product experience is growing in importance after a couple of decades when some companies perhaps lost focus on product performance, particularly in developed markets. If true innovation is defined as product change that provides real solutions to real consumer issues, then it’s not unfair to suggest that some brands ignored this in favour of quick-fix brand extensions which lacked any longer-term impact

[Read more →]

Tags: Brand Management · Corporate Branding

Corporate Branding Key Concepts

January 12th, 2006 · 4 Comments

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 […]

[Read more →]

Tags: Corporate Branding

Employees Branding Guidelines

November 16th, 2005 · 1 Comment

The brand-developing process centers on the messages the organization sends and the processing of those messages in its employees’psyches. Employee branding is a process by which employees internalize the desired bran dimage and are motivated to project the image to customers and other organizational constituents. The messages employees take in and process influence the extent […]

[Read more →]

Tags: Corporate Branding · Internal Branding

10 Steps For Successful Corporate Branding

September 20th, 2005 · 1 Comment

For any company, branding is critically important it reflects and shapes relationships with its stakeholders customers, media, investors. Branding could mean the difference between success and failure. Just found an interesting article from author of author of Asian Brand Strategy: How Asia Builds Strong Brands, Martin Roll presenting 10 crucial steps for succesful corporate branding strategy:

[Read more →]

Tags: Corporate Branding

Seven Types of Branding

August 29th, 2005 · 15 Comments

Building strong and lasting relationships with customers and the communities in which the businesses reside as well as with their own employees seems to be (or should be) the focus of many companies. Just as there are many branding techniques, there are also many different uses for branding. Here are the seven common types of […]

[Read more →]

Tags: Branding · Corporate Branding

Corporate Branding

June 13th, 2005 · 2 Comments

One of the questions that many companies grapple with is which level of branding they should use. The main choices are: Corporate branding Corporate branding is where the corporate name is the brand, and here the products tend to be described more in alpha numeric or letter terms, and not have distinctive brand names. Such […]

[Read more →]

Tags: Corporate Branding