Corporate Branding

Corporate Branding

Branding is the process of creating an association between a symbol/object/emotion/perception and a product/company with the goal of driving loyalty and creating differentiation. For example, through product packaging and advertising, Coca Cola has created an association between many different elements of its brand to its consumers. The hourglass shaped bottle, the red and white colors, and even the font of its logo together make Coca Cola distinctive from its competitors.Branding has many shapes, forms and mediums i.e. brochures, flyers, company business cards,postcards, website, newsletter, packaging and even the office interior and exterior. All these and a constant advertising has been successful in reinforcing past positive associations between the brand and consumers. Including your logo on every marketing piece from business cards to your signage can help customers recognize your brand.

In the corporate realm, a corporate brand distinguishes a company from its competitors in the market. Today, however, a brand goes beyond mere differentiation but brand management is now complex, dynamic, and multidimensional. The brand management now addresses a host of interrelated issues.

Additionally, corporate brand management requires the strong backup of marketing, promotion,advertising strategies and creative thinking which helps to come up with novel ideas of brand positioning. Managing a corporate brand is not simply about projecting the visual identity of a corporation through a logo or slogan but it is about winning a battle, an arduous and challenging one to be sure, especially with the brand itself serving a dual and seemingly contradictory purpose as an ultimate weapon, and at the same time as the most precious but fragile possession that we must defend.