The six conventions of corporate branding

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

Bringing the corporation into corporate branding

This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented. Themodel is based on a gap analysis, which enable...

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...

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...