2009
B r an ding
Y ou r Co mp a n y Lo go
Corporate Branding The Value of Logos Managing Your Corporate Brand/Logo
Author [Type the company name] 9/1/2009
B randi ng Compa ny Logo s Table of Contents
Introduction ........................................................................................................................................... 2 What is Corporate Branding? ............................................................................................................... 2 Brand Architecture................................................................................................................................ 3 Kinds of Brand Architecture ............................................................................................................ 3 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
B randi ng Compa ny Logo s
Introduction
What is Cor por ate Brandi ng ?
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 advertising, stationery the quality of the products and services Any way that the general public comes into contact with a specific brand represents a touch point that can affect the consumer‟s perceptions of the corporate brand.
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B randi ng Compa ny Logos
The long standing debate has been that successful corporate branding often stems from a strong coherence between what the strategic vision of the company‟s top management is, from what the company‟s employees know and believe; and from the company image as viewed by the external stakeholders. Misalignments among these three components may indicate a
corporate brand that is underperforming. This kind of corporate brand analysis is often referred to as the Vision-Culture-Image (VCI) Alignment Model.
Brand Arc hitect ure
Brand architecture is the arrangement of brands within an organizational entity. It is how brands that are contained in a company‟s portfolio relate, and differ from each other. The architecture should identify the different groups of branding within the company. It should outline just how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Architecture can be described as an integrated process of brand building by establishing brand relationships among branding options in the competitive environment. The brand architecture of a company by and large, is a legacy of past management decisions, and the competitive realities that the company faces in the market place.
Kinds of Brand Archit ecture
Branding has three main levels: Corporate brand, umbrella brand, and family brand – Examples include Virgin Group and Heinz. These are brands that are used across all the firm's activities. The name is how they are recognized by the