Corporate Branding

There is great payoff in building a strong corporate brand. Sony can put its name on any electronic device and customers will prefer it to the competition. Virgin can enter almost any business and be successful because its name means brings a fresh approach to that business.

The major requirement for corporate branding is for the company to stand for something, whether it is quality, innovation, friendliness, or something else. Take Caterpillar, the heavy construction equipment manufacturer.

Caterpillar’s brand personality triggers such associations as hardworking, resilient, tough, bold, and determined. So Caterpillar has been able to launch Cat jeans, sandals, sunglasses, watches, and toys, all designed with the same traits in mind.

A strong corporate brand needs good image work in terms of a theme, tag line, graphics, logo, identifying colors, and advertising dollars. But the company shouldn’t overrely on an advertising approach.

Corporate image is more effectively built by company performance than by anything else. Good company performance plus good PR will buy a lot more than corporate advertising.
Labels:

2 comments:

  1. MarketingNovember 29, 2021 at 4:04 AM

    INVICTUS BRANDS is a REVOLUTIONARY PLATFORM designed especially for branding and local players to compete in their respective categories like MNCs .

    ReplyDelete
  2. BrandsMarch 15, 2022 at 11:41 PM

    Great blog post. It’s useful information. company branding This is very interesting. thanks for that. we need more sites like this. i commend you on your great content and excellent topic choices.

    ReplyDelete

Subscribe to: Post Comments (Atom)