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WHAT MAKES A CORPORATE BRAND?


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» What Makes a Corporate Brand?

The corporate brand is an asset for both the corporation and its consumers.

The corporate brand is an intangible asset that personifies an organization’s products, services, and the company at large. Consumers will relate to brands the same way that they relate to people. Often, the corporate brand is the main source of good customer relationships and it offers the promise of customer loyalty. The majority of organizations focus their efforts on building up their brands.

Corporate branding is the technique of associating a company name with a specific product name. It attempts to leverage on the corporate brand equity to develop recognition, trust, and an immediate customer relationship. Umbrella branding comes from this concept because the corporate brand can encompass every product within the company if the initiative is successful. Corporate branding is most effective after a brand is strengthened.

Proper brand marketing is critical if a company is trying to break into a new market or expand an existing one. Corporate branding is about identifying the right target market and making sure that the marketing message speaks to the audience’s needs and wants. There is a huge difference between a mediocre corporate brand and a highly successful one. Below are some of some of the differentiating factors between the two:

Relevant Differentiation
The consumer needs to know the benefits that your brand offers. How does it stand out from the competition? Does it offer anything new or unique? These kinds of questions measure the company’s future profitability. Differentiation will also enable the brand to establish an emotional connection with customers. If a consumer looks for a specific brand when there are many similar products on the market, then that specific brand has been differentiated.

Product and Service Innovation
Change is an inevitable part of doing business. It is important to look into market trends, technological advancements, and customer preferences to keep up with the changing environment. A corporate brand that used to enjoy high brand equity can fail over time if it doesn’t offer anything new. Innovation will keep a business interesting and updated. Consumers want to do business with an organization that provides new designs, redesigned packaging, and quality service.

Customer Relationships
Never underestimate the power of customer loyalty; some businesses survive based on the loyalty of their customers alone. Start-up businesses usually try to replicate the success of their predecessors but only a few of them succeed. A strong brand has a good relationship with customers because of its history, reputation, and promise.

Internal Brand Building
The corporate brand becomes the central point around which an organization operates.  A company with a recognized corporate brand usually employs talented people. Employees that work in recruitment, strategic planning, and resource allocation have a significant impact on organizational performance. Building the brand from within will inspire employees to give their best to the organization.

The corporate brand is the sum of all the above-mentioned factors and more. Ultimately, it is the consumer who will decide whether corporate promises will be accepted or not.

Article By Bubba
Bubba

Bubba is the Quality Logo Products mascot. He may have started out as "just a stress ball," but he's come a long way since the company's launch in 2003. Bubba has been immortalized in numerous vector artwork designs for internal and external promotions, and you can see him change outfits on the Quality Logo Products homepage whenever a holiday rolls around. Oh, and he thinks pants are for the birds. You can connect with Bubba on Google+.

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