Corporate branding, identity and communications: A contemporary perspective

Corporate identity, corporate branding and corporate marketing

Abstract Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining. This is because the fog has, unwittingly, led to the emergence of rich disciplinary, philosophical as well as `̀ national’’, schools of thought. In their composite, these approaches have the potential to fo...

Corporate Branding in Marketspace

THE DISSOLVING CORPORATION Contemporary Architecture and Corporate Identity in Finland

PREFACE In the past few years, the Finnish Business and Policy Forum EVA has treated the issues of creativity and business-culture interaction with growing interest. This report is an extension of the June, 2004 EVA conference on " Creativity through Competitiveness " and is published in cooperation with the Creative Finland Association. Entertaining a subject quite different from past EVA repo...

Dual branding: how corporate names add value

Examines how corporate names add value to branded fast moving consumer nondurable goods. Uses conjoint analysis to test combinations of brand names, corporate names and prices of confectionery countlines. The results show that both brand names and corporate names add value although some add more value than others. The market is price sensitive so pricing above a threshold level wipes out much o...

Corporate Branding of E-Business Ventures

Entrepreneurs in electronic markets move in industries where a strong corporate brand can deliver competitive advantage through differentiation. It not only facilitates increased attention. Despite ever-increasing followers and me-too products, it enables a company to build a positive image on behalf of the relevant target groups – be they consumers/customers, shareholders, employees, or indust...