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The 3 C's of Corporate Branding & Brand Success

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  • 1. The 3 C’s of Corporate Branding & Brand Success Consistency Culture Content (Reality-Actions) (“Way of Life”) (Words) Operational Shared values and Spoken and written performance behaviors, sometimes communication to repeated over time represented by rituals, promote and report on slogans and symbols. performance Activity Out Success = Feedback In Desired Perception Definitions— • Brand (noun) = The name and/or symbol of the organization, product, service, experience, place or person. • Branding (verb) = Actions undertaken to add value to the brand for the purpose of enhancing its value.Copyright 2013 By Dannielle Blumenthal