Corporate branding involves highlighting factors such as heritage, assets, capabilities, people skills, values, priorities, dominance, origin, and performance. It employs product branding techniques but also elevates the approach into the boardroom to manage stakeholder relations. A strong corporate branding strategy requires commitment from senior management. It is more than just changing logos and slogans - it is a serious undertaking involving multiple skills and activities. There are 10 crucial steps to a successful corporate branding strategy including having the CEO lead the work, involving stakeholders, empowering employees to be brand ambassadors, and regularly adjusting the strategy to stay relevant.
Many companies have OEM, Channel Partner Distribution models, or third party vendors to help them sell. In this presentation we share best practices and case studies from Kuehne Nagel, Atlas Copco, and Metso Mining.
Gravity is a business consulting company with multi-platform execution capabilities across digital and technology. We operate in India, Europe, Middle East and Africa. We help build, sustain & grow profitable businesses. We don’t ask for briefs. We ask for your hardest growth challenges
More at PredictiveResults.com
“The SSAT helps in measuring the breadth of the knowledge of customer management, while PI® identified the behavioral profile and fit for the role. All of these tools enabled us to understand the strengths and gaps of each individual, while providing a comprehensive training program for our entire team.”
Joe Parks
Free Trade Sales Director
Many companies have OEM, Channel Partner Distribution models, or third party vendors to help them sell. In this presentation we share best practices and case studies from Kuehne Nagel, Atlas Copco, and Metso Mining.
Gravity is a business consulting company with multi-platform execution capabilities across digital and technology. We operate in India, Europe, Middle East and Africa. We help build, sustain & grow profitable businesses. We don’t ask for briefs. We ask for your hardest growth challenges
More at PredictiveResults.com
“The SSAT helps in measuring the breadth of the knowledge of customer management, while PI® identified the behavioral profile and fit for the role. All of these tools enabled us to understand the strengths and gaps of each individual, while providing a comprehensive training program for our entire team.”
Joe Parks
Free Trade Sales Director
When Employer Branding gradually receives more attention from leaders, many businesses have been making efforts to utilize modern Marketing tools and approach new communications trends with an aim to effectively approach target talents.
How's about Word-of-Mouth Marketing? Talent Brand Vietnam had a great discussion with Mr. Robert Tran about the essential values of this tool applying to Vietnam labor market.
I have more than seven years of experience on marketing and brand field as well I have worked in different type of organization such as iretail , Group of companies , real estate, financial institution and advertising agency etc.
YellowMustard is an upcoming communications firm, with a strong network across India and Middle East The agency specializes in using research, insights and technology to decipher powerful communications strategies that are critical for client’s success.
With a unique combination of consultancy, creative, communication and action, YellowMustard delivers measurable business results for many of the companies and brands. With the growing needs of the market,
YellowMustard has also specialized in CSR Communication to help companies communicate their CSR activities more effectively.
Wyatt is an award winning communication agency, with offices in Delhi, Mumbai & Kolkata.
Wyatt is #1 in financial and corporate communications.
Work for the best the category clients like Dabur, Maruti, ACC, Dominos, Tata Group, Max Group, Jubilant Group, Educomp, Aptech, Monnet Ispat, Era, Hiranandini etc
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Please have a look on my attached CV.
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Assignment on Strategic Management in Fulfillment of MBA Program OPen Univers...santhy govindasamy
Assignment on Strategic Management Paper in fulfillment of the requirement for MBA Program at Open University Malatysia. Focussing on Business Level and Corporate level strategies of Pos Malaysia Berhad - Santhy Govindasamy
When Employer Branding gradually receives more attention from leaders, many businesses have been making efforts to utilize modern Marketing tools and approach new communications trends with an aim to effectively approach target talents.
How's about Word-of-Mouth Marketing? Talent Brand Vietnam had a great discussion with Mr. Robert Tran about the essential values of this tool applying to Vietnam labor market.
I have more than seven years of experience on marketing and brand field as well I have worked in different type of organization such as iretail , Group of companies , real estate, financial institution and advertising agency etc.
YellowMustard is an upcoming communications firm, with a strong network across India and Middle East The agency specializes in using research, insights and technology to decipher powerful communications strategies that are critical for client’s success.
With a unique combination of consultancy, creative, communication and action, YellowMustard delivers measurable business results for many of the companies and brands. With the growing needs of the market,
YellowMustard has also specialized in CSR Communication to help companies communicate their CSR activities more effectively.
Wyatt is an award winning communication agency, with offices in Delhi, Mumbai & Kolkata.
Wyatt is #1 in financial and corporate communications.
Work for the best the category clients like Dabur, Maruti, ACC, Dominos, Tata Group, Max Group, Jubilant Group, Educomp, Aptech, Monnet Ispat, Era, Hiranandini etc
Wyatt specializes in the following:
Annual reports
Sustainability and CSR reports
Brand Identity (logo design)
Advertising campaigns
Employee engagement campaigns
Newsletters
Brochures
Websites
Presentations
White papers
Please have a look on my attached CV.
Preferred sector:
1.Building Material
2. FMCG
3. Energy sector
4. NBFI
5.RETAIL Industry
6. Real estate
Any MNC and Renowned Local Group Of Industries .
Assignment on Strategic Management in Fulfillment of MBA Program OPen Univers...santhy govindasamy
Assignment on Strategic Management Paper in fulfillment of the requirement for MBA Program at Open University Malatysia. Focussing on Business Level and Corporate level strategies of Pos Malaysia Berhad - Santhy Govindasamy
Top Branding Agencies in Dubai — Mighty Warner.pdfmightymarketing
A common misconception among businesses is that branding comprises just the company’s name, logo, design, and colour scheme. Although this was true in the past, attitudes around branding have completely shifted in the present.
Seven Steps for Revitalizing Your BrandR. Jay Olson
If the time has come to re-energize your brand, follow this proven framework to get your CEO and executive team behind you to mobiliize your initiative, and ensure your company's investment drives profitable long-term growth and asset valuation.
Rebranding: A 4 Step Plan for B2B MarketersTodd Ebert
Your brand has huge strategic importance for improving your competitive position, engaging more prospects and ultimately winning more customers. So that’s why I wrote this ebook, “Rebranding: A 4-Step Plan for B2B Marketers”. In the book, I lay out detailed how-to’s for pulling off every part of a rebranding from aligning your leadership around the brand to launching it internally and externally. You’ll discover examples of what my team and I did to make MultiView’s rebranding successful at every stage. I’ve also included a scorecard for selecting your digital agency and a checklist for making sure you have all your bases covered. I hope you find the content helpful and if you have any questions, please DM me on Twitter @ToddEbert. I’d be happy to share my experience having done this several times.
Startups are different from traditional businesses in that they are still evolving. They are exploring business models, markets and target audience, maybe even product functionality. All with limited financial and human resources.
Branding Your CRM System. Improved UI/UX leads to better employee engagement.Alan Maites
° Creating a branded UI/UX for employees, aligned with the branded UI/UX most companies deploy for customers/consumers, provides a platform for effective internal marketing.
° Employees with a strong connection to their employers’ brand are predisposed to provide better customer service and be a direct extension of brand values and culture.
In today's competitive landscape, establishing a memorable and impactful brand is not just an option; it's a necessity. Your brand is more than just a logo or a catchy slogan; it's the essence of your business—the promise you make to your customers and the values you stand for. Crafting a strong brand requires strategic planning, creative expertise, and a deep understanding of your target audience. This is where a brand strategy agency can make all the difference.
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Memorandum Of Association Constitution of Company.pptseri bangash
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Sustainability: Balancing the Environment, Equity & Economy
Corporate brand building process by bhawani nandan prasad mba, iim calcutta
1. Corporate brand building process by Bhawani Nandan Prasad - MBA, IIM Calcutta
Corporate branding involves highlighting factors such as
Heritage
Assets/Capabilities
People Skill
Values/Priorities
Local/Global dominance
Country of origin
Superior Performance
Corporations around the world are increasingly becoming aware of the enhanced value that corporate
branding strategies can provide for an organization. Branding in the classic sense is all about creating
unique identities and positions for products and services, hence distinguishing the offerings from
competitors. Corporate branding employs the same methodology and toolbox used in product branding,
but it also elevates the approach a step further into the board room, where additional issues around
stakeholder relations (shareholders, media, competitors, governments and many others) can help the
corporation benefit from a strong and well-managed corporate branding strategy. Not surprisingly, a
strong and comprehensive corporate branding strategy requires a high level of personal attention and
commitment from the CEO and the senior management to become fully effective and meet the objectives.
Corporate branding is often, but wrongly, referred to as an exercise where the company logo, the design
style and color scheme are changed. Naturally, these are important elements to evaluate and potentially
change at a later stage once the strategy has been decided upon. It is often accompanied with a new
corporate slogan, and then everyone expects results to occur during the project. Corporate branding is a
serious undertaking that entails more skills and activities than just an updated glossy marketing facade
with empty jargon.
Composition of a corporate brand :
- A rich Heritage .
- Assets & capabilities.
- People – strong leaders.
- Values and priorities
- A global and local framework.
- Citizenship program
- A proven performance record.
Corporate Branding Strategy:
A strong corporate branding strategy can add significant value in terms of helping the entire corporation
and the management team to implement the long-term vision, create unique positions in the market place
of the company and its brands, and not the least to unlock the leadership potential within the organization.
Hence a corporate branding strategy can enable the corporation to further leverage on its tangible and
non-tangible assets leading to branding excellence throughout the corporation.
IMPORTANT STEPS:
Corporate branding is a potentially strong tool for re-aligning a corporate strategy and ensures that the
corporation – big or small – is leveraging adequately on the un-tapped internal and external resources.
2. There are10 crucial steps on the way to a successful corporate branding strategy, and they can serve as
a useful guide for any corporate branding project.
1. The CEO needs to lead the brand strategy work
The starting point for corporate branding must be the board room, which is also serving as the most
important check-point during the project. The CEO must be personally involved in the brand strategy
work, and he/she must be passionate and fully buy into the idea of branding. To ensure success despite
the daily and stressful routine with many duties at the same time, the CEO must be backed by a strong
brand management team of senior contributors, who can facilitate a continuous development and
integration of the new strategy.
2. Build your own model as not every model suits all
All companies have their own specific requirements, own sets of business values and a unique way of
doing things. Therefore, even the best and most comprehensive branding models have to be tailored to
these needs and requirements. Often, only a few but important adjustments are needed to align them with
other similar business models and strategies in the company to create a simplified toolbox. Remember
that branding is the face of a business strategy so these two areas must go hand in hand.
3. Involve your stakeholders including the customers
Who knows more about your company than the customers, the employees and many other stakeholders?
This is common sense, but many companies forget these simple and easily accessible sources of
valuable information for the branding strategy. A simple rule is to use 5% of the marketing budget on
research and at least obtain a fair picture of the current business landscape including the current brand
image among stakeholders, brand positioning and also any critical paths ahead. Simply do not forget the
valuable voice of your customers in this process.
4. Advance the corporate vision
The corporate branding strategy is an excellent channel for advancing the corporate vision throughout the
company. It allows the management to involve, educate and align everyone around the corporate
objectives, values and future pathway. It provides a guiding star and leads everyone in the same
direction. The internal efforts are at least 50% of making a corporate branding strategy successful.
5. Exploit new technology
Modern technology should play a part of a successful corporate branding strategy. Technology helps to
gain effectiveness and improve the competitive edge of the corporation. A well-designed and fully
updated Intranet is a must in today's working environment which has become increasingly virtual with
employees working from home, from other locations and traveling across the globe to name only a few
factors. An Extranet can facilitate a much more seem less integration with strategic partners, suppliers
and customers, avoid time consuming paper work and manual handling of many issues. A company
website is not only a must, but rather a crucial channel for any modern corporation regardless of size. If
the corporation is not accessible on the Internet, it does not exist! The more professional the website, the
better the perception among the Internet savvy modern customer. Gone are the days where corporations
could get along with a business card portrayed on the Internet.
6. Empower people to become brand ambassadors
The most important asset in a corporation is its people. They do interact every day with colleagues,
customers, suppliers, competitors and industry experts to name a few. But they also interact with an
impressive number of people totally disconnected to the corporation in form of family members, friends,
former colleagues and many others. Hence they serve as the corporations most important brand
ambassadors as the word-of-mouth can be extremely valuable and have great impact on the overall
image of the corporate brand image. The most effective way to turn employees into brand ambassadors
is to train everyone adequately in the corporate brand strategy (vision, values and personality etc.) and
making sure they fully understand – and believe! – what exactly the corporation aims at being in the
minds of its customers and stakeholders. Nike is a brand which is known for their efforts into educating
and empowering everyone employed by the company to be strong brand ambassadors.
3. 7. Create the right delivery system
The corporate brand is the face of the business strategy and basically it promises what all stakeholders
should expect from the corporation. Therefore, the delivery of the right products and services with all the
implications this entail should be carefully scrutinized and evaluated on performance before any
corporation starts a corporate branding project. Think of the cradle to grave concept of a lifelong customer
and the value he/she will provide in such a time span. Make sure he/she is handled with outstanding care
according to internal specifications and outside expectations. The moment of truth is when the corporate
brand promise is delivered well – and it does not hurt if the corporation exceeds the customer
expectation. Singapore Airlines runs a very rigid, detailed and in-depth description of any customer touch
points with the corporation, and several resources are spend on making sure it actually does happen
every time to every customer. All employees regardless of title and rank from Singapore Airlines spend a
not insignificant amount of workdays being trained every year.
8. Communicate!
Bring the corporate brand to life through a range of well-planned, well-executed marketing activities, and
make sure the overall messages are consistent, clear and relevant to the target audiences. Make sure the
various messages are concise and easy to comprehend. Do not try to communicate every single point
from the corporate branding strategy. Instead, a selective approach will make much more impact using
the same resources.
9. Measure the brand performance
A brand is accountable and so should a corporate brand be. How much value does it provide to the
corporation and how instrumental is the brand in securing competitiveness? These are some of the
questions which need to be answered and which the CEO will automatically seek as part of his/her
commitment to run the strategy successfully. The brand equity consists of various individually tailor-made
key performance indicators (including the financial brand value) and needs to be tracked regularly. A
brand score card can help facilitating an overview of the brand equity and the progression as the strategy
is implemented.
10. Adjust relentlessly and be ready to raise your own bar all the times
The business landscape is changing almost every day in every industry. Hence the corporation needs to
evaluate and possibly adjust the corporate branding strategy on a regular basis. Obviously, a corporate
brand should stay relevant, differentiated and consistent throughout time, so it is a crucial balance. The
basic parts of the corporate branding strategy like vision, identity, personality and values are not to be
changed often as they are the basic components. The changes are rather small and involve the
thousands of daily actions and interpersonal behaviors, which the corporations employ as part of the
brand marketing efforts. But make sure complacency does not take root in the organisation and affects
the goal setting. The strong brands are the ones which are driven forward by owners whom never get
tired of raising their own bars. They become their own change agents – and brand champions for great
brands.
Corporate Brand Building : ( Two situations)
Strong corporate brand is no less or more than the face of the business strategy, portraying what
the corporation aims at doing and what it wants to be known for in the market place. The corporate brand
is the overall umbrella for the corporations’ activities and encapsulates its vision, values, personality,
positioning and image among many other dimensions.
HSBC, which has successfully implemented a stringent corporate branding strategy. HSBC
employs the same common expression throughout the globe with a simple advertising strategy
4. based on the slogan “The world’s local bank.” This creative platform enables the corporation to
bridge between many cultural differences, and to portray many faces of the same strategy.
A corporate branding strategy creates simplicity; it stands on top of the brand portfolio as the ultimate
identifier of the corporation.
P&G has notoriously been known for a multi-brand strategy, and yet again, the corporate brand
P&G is still what encapsulates all activities by the company. Depending on the business strategy
and the potential need for more than a one-brand architecture in the case of P&G, which markets
many different brands under its umbrella, a corporate brand can very often assist the corporation
and the management to focus in on the core vision and values.
Once this overall platform has been established and implemented, it serves as a great stepping stone for
revisiting any other brands in the corporations’ portfolio -- to have a new approach to and look at its
various brand identities. This ultimately will lead to the final brand architecture of the corporation and set
the strategy for how branding and brands will play an important role to achieve the corporate objectives.
Cost efficiencies can often be achieved as opposed to a large multi-brand architecture where the
corporate brand plays a smaller or insignificant role. Today, there is a general requirement for high level
of investments to maintain efficient production capabilities and scale in many industries (for example
technology and pharmaceutical), and to stay competitive in R&D for new products and services. Product
life cycles are getting shorter and shorter for many industries and products, and corporations have to
seek solutions to recover their development and marketing costs within the shorter life cycles. These
factors combined are forcing corporations to evaluate their cost structure, and a corporate branding
strategy can help management achieve its goals by bridging across product categories and services as
opposed to a multi-brand strategy.
Reduced Marketing & Advertising spending as the corporate brand replaces budgets for individual
product marketing efforts. Even a combined corporate and product branding strategy can often enable
management to reduce costs and exploit synergies from a new and more focused brand architecture.”The
Apple brand has established a very strong position of being a design-driven and innovative company
offering many types of products and services. Its corporate brand encapsulates the body and soul of the
company, and the main messages use the corporate Apple brand. Various sub-brands then help to
identify the individual product lines”
But one should carefully avoid the potential trip of streamlining the brand portfolio just based on a raw
cost perspective as secondary effects can play a significant impact of the overall revenue stream and on
the stakeholders image of the corporation. The basic guideline is based on revenue contribution of the
various brands. If profit contribution can be enhanced by reducing the number of brands, the portfolio is
too big. Reversely, if the overall profit contribution can be enhanced by adding new brands, the portfolio is
too small. Hence an individual wish for strong corporate branding must be evaluated carefully and all
factors taken into consideration.
In the last couple of years, corporate brands have become very strong drivers of financial value for
corporations. Corporate brands by themselves have become valuable assets on the company balance
sheet with market values very often much beyond book value.
The founder of Sony, Akio Morita, once said: “I have always believed that the company name is
the life of an enterprise. It carries responsibility and guarantees the quality of the product.” A
strong and well-balanced corporate brand orchestrated throughout the corporation by a
passionate CEO and his team can lead to very successful and sustainable financial results.
5. Challenges in Managing Corporate brand :
Maintaining Relevance : Heritage associated with brand will effect its ability to adapt.
Creation of value proposition : it can only work best when delivers the functional benefits for eg. Dell with
its direct model.
Visible Negatives : Anything that goes wrong which endangers the life or health should be avoided –
Coke – pesticide.
Managing Brad in different context : One brand in different fields – GE for jet engines & financial service.