About: Corporate branding

Facets (new session)
Description
Metadata
Settings
- Rule:
- Inverse Functional Properties:
- "Same As":

About: Corporate branding Goto Sponge NotDistinct Permalink

An Entity of Type : owl:Thing, within Data Space : dbpedia.org associated with source document(s)
QRcode icon

http://dbpedia.org/describe/?url=http%3A%2F%2Fdbpedia.org%2Fresource%2FCorporate_branding

Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Although corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation. The ways in which corporate brands and other brands interact is known as the corporate brand architecture.

Attributes	Values
rdfs:label	Corporate branding (en) Branding korporacyjny (pl)
rdfs:comment	Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Although corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation. The ways in which corporate brands and other brands interact is known as the corporate brand architecture. (en) Branding korporacyjny – planowy i systematyczny proces tworzenia oraz utrzymywania pozytywnego wizerunku organizacji jako całości, poprzez umiejętne zarządzanie zachowaniami, komunikacją i symboliką firmy. (pl)
dcterms:subject	Collective identity Product management Brand management Brands Types of branding
Wikipage page ID	240666 (xsd:integer)
Wikipage revision ID	1118842310 (xsd:integer)
Link from a Wikipage to another Wikipage	Brand orientation Collective identity Customer service Individual branding Communications Corporate Identity Corporate Social Responsibility Corporate social responsibility G.E. Brand Brand architecture Brand management Corporation Employer branding Trademark Marketing Product management Brand management Touchpoint Logo Dow Chemical Company Brands Packaging Positioning (marketing) The Coca-Cola Company Advertising Economies of scope Stationery Digital revolution Types of branding Social media IBM New Product Development Organizational culture Umbrella brand Umbrella brand dbr:Corporate_Image
Link from a Wikipage to an external page	http://www.emeraldinsight.com/journals.htm%3Farticleid=17014273
sameAs	Corporate branding Corporate branding Corporate branding Corporate branding Corporate branding
dbp:wikiPageUsesTemplate	dbt:Div_col dbt:Div_col_end dbt:Doi dbt:Further dbt:ISBN dbt:One_source dbt:Marketing
has abstract	Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Although corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation. The ways in which corporate brands and other brands interact is known as the corporate brand architecture. Corporate branding affects multiple stakeholders (e.g., employees, investors) and impacts many aspects of companies such as the evaluation of their product and services, corporate identity and culture, sponsorship, employment applications, brand extensions (see study Fetscherin and Usunier, 2012). It therefore can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics. Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touchpoints. These touchpoints include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand. Corporate branding can also be viewed from several approaches, including critical perspectives. It has been argued that successful corporate branding often stems from a strong coherence between what the company's top management seek to accomplish (their strategic vision), what the company's employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, may indicate an underperforming corporate brand. This type of corporate brand analysis has been labeled the Vision-Culture-Image (VCI) Alignment Model. Changes in stakeholder expectations are causing an increasing number of corporations to integrate marketing, communications and corporate social responsibility into corporate branding. This trend is evident in campaigns such as IBM Smarter Planet, G.E. Ecomagination, The Coca-Cola Company Live Positively, and DOW Human Element. As never before, people care about the corporation behind the product. They do not separate their opinions about the company from their opinions of that company's products or services. This blending of corporate and product/service opinions is due to increasing corporate transparency, which gives stakeholders a deeper, clearer view into a corporation's actual behavior and actual performance. Transparency is, in part, a byproduct of the digital revolution, which has enabled stakeholders—employees, retirees, customers, business partners, supply chain partners, investors, neighbors—with the ability to share opinion about corporations via social media. (en) Branding korporacyjny – planowy i systematyczny proces tworzenia oraz utrzymywania pozytywnego wizerunku organizacji jako całości, poprzez umiejętne zarządzanie zachowaniami, komunikacją i symboliką firmy. Branding korporacyjny opiera się na tradycji brandingu produktu. Cel jest ten sam – wyróżnienie i zdobycie uznania. Jednak aktywność marketingowa jest tu znacznie bardziej złożona. Prowadzona na poziomie organizacji, a nie pojedynczego produktu, z orientacją na szeroką grupę interesariuszy. O ile działania związane z markami produktowymi skupiają się na ostatecznych nabywcach (konsumentach), o tyle branding korporacyjny zorientowany jest na znacznie bardziej zróżnicowaną grupę odbiorców. Dotyczy on zarówno do zewnętrznych, jak i wewnętrznych interesariuszy (m.in. klienci, pracownicy, partnerzy biznesowi, dostawcy, pośrednicy, instytucje finansowe, udziałowcy, media, społeczeństwo). Specyficzne grupy docelowe wymagają różnych form i środków komunikacji. Branding korporacyjny wykorzystuje nie tylko kontrolowane formy komunikacji marketingowej, ale także wysyła komunikaty poprzez oferowane produkty czy też zachowania organizacji i jej członków. To całościowa, zintegrowana wewnętrzna i zewnętrzna komunikacja korporacyjna, szeroko wykorzystująca nowe media oraz komunikację nieformalną. (pl)
prov:wasDerivedFrom	wikipedia-en:Corporate_branding?oldid=1118842310&ns=0
page length (characters) of wiki page	7765 (xsd:nonNegativeInteger)
foaf:isPrimaryTopicOf	wikipedia-en:Corporate_branding
is Link from a Wikipage to another Wikipage of	David E. Carter Individual branding Corporate brand Masan Group Chief reputation officer Geekadelphia Frank Gehry Brand architecture Brand loyalty Brand management Corporate communication Sleep Well Beast Employer branding Michael Salter Westward Television Johnston (typeface) Dubai Metro Eric Parnes Otl Aicher Jordi Montaña Iarnród Éireann Pro bono Mascot Sedley Place Umbrella brand Outline of marketing
is Wikipage redirect of	Corporate brand
is foaf:primaryTopic of	wikipedia-en:Corporate_branding

Faceted Search & Find service v1.17_git139 as of Feb 29 2024

Alternative Linked Data Documents: ODE Content Formats:

RDF

ODATA

Microdata

About

OpenLink Virtuoso version 08.03.3330 as of Mar 19 2024, on Linux (x86_64-generic-linux-glibc212), Single-Server Edition (62 GB total memory, 40 GB memory in use)
Data on this page belongs to its respective rights holders.
Virtuoso Faceted Browser Copyright © 2009-2024 OpenLink Software