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Branding Company Logos

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					This guide describes corporate branding, the value of logos, and the influence of
employees, and their cultures. The document includes information regarding brand
architecture, different branding platforms, the corporate mission statement,
implementing the corporate culture and personality into your branding, and a naming
and branding decision tree to help users identify their company logos. Use this
document to assist a person or entity when making decisions on how to successfully
brand a product or service.
2013



   Branding
   Your Company Logo
        Corporate Branding
        The Value of Logos
        Managing Your Corporate Brand/Logo
                       Branding Company Logo s

Table of Contents
Introduction ......................................................................................... 2
What is Corporate Branding? .................................................................. 2
Brand Architecture ................................................................................ 3
  Kinds of Brand Architecture ................................................................. 4

Corporate Brand Platforms ..................................................................... 4
Positioning ........................................................................................... 5
The Corporate Principle Statement .......................................................... 6
The Corporate Mission ........................................................................... 6
Communicated Corporate Composition .................................................... 7
Corporate Culture ................................................................................. 8
Corporate Personality ............................................................................ 9
Key Tools to Use .................................................................................. 9
Naming & Branding Decision Trees ....................................................... 10
                  Branding Company Logo s


Introduction
What is Corporate Branding?



C
        orporate branding is when your company’s name is used as a
        product brand name in an effort to influence corporate brand equity
        and to build product brand recognition.        It is a kind of family or
umbrella branding. As an example: Disney includes the word “Disney” in
the name of many of its products. Other examples are Heinz and IBM. This
strategy is different from individual product branding. In individual product
branding, each product has a unique brand name and the corporate name is
not promoted to the consumer.

      Corporate     branding   can   produce   major   economic    opportunities
because one advertising campaign can be used for several different
products.   It also helps when introducing new products for acceptance
because prospective buyers already recognize the name. This strategy can
be harmful when creating distinct brand images or identities that are
designed for different products. An overarching corporate brand reduces the
company’s ability to position a brand with an individual identity, and can veil
the unique characteristics that a different product may have.

      Corporate branding is not limited to a specific mark or name.
Branding can incorporate many touch points; and can include:

    logo, customer service,
    employee treatment and training
    packaging

				
DOCUMENT INFO
Description: This guide describes corporate branding, the value of logos, and the influence of employees, and their cultures. The document includes information regarding brand architecture, different branding platforms, the corporate mission statement, implementing the corporate culture and personality into your branding, and a naming and branding decision tree to help users identify their company logos.  Use this document to assist a person or entity when making decisions on how to successfully brand a product or service.
This document is also part of a package Top Marketing and Branding Tools 9 Documents Included