Brand Name and Corporate Image
Brand Name and Corporate Image
Valarie Murphy-Taylor
OMM 615
Robert DeYoung
August 04, 2014
Abstract
The aim of this paper is to describe the difference between brand name and corporate image. As companies seek to gain a competitive edge through means of organizational restructuring and/or innovation, building brand name recognition and corporate image has become increasingly significant. Consumers identify with brand names and advertisements, which promote products that make favorable impressions. Brand naming is a concrete concept in that a brand name is something one can see, touch, fee or smell. By seeing and/or hearing and advertisement one can become familiar with a brand name which in turn can build a brand’s recognition. Corporate image on the other hand is an abstract concept that has a definite effect on marketing performance since consumers prefer to purchase from companies with reputable corporate images. Corporate imagery is a highly involved mental process that marketers pursue in order to challenge the perceptions of internal and external stakeholders. Corporate advertising is big business with expenditures of more than nine billion dollars. The knowledge of that may affect how consumers feel about brands from a particular corporation or so one would think. The two concepts overlap one another. Brand naming and corporate imaging can be used together to present to consumers a total package of satisfaction, good product/service from a good company.
Introduction
Businesses try to differentiate themselves from other companies by constructing brand names and corporate images unique to themselves. While these may sound identical – and they do have some similarities to one another – brand name and corporate image are two different things. Understanding how branding and corporate identity can assist a business with staying on message can help get the business’s values through to consumers.
Valarie Murphy-Taylor
OMM 615
Robert DeYoung
August 04, 2014
Abstract
The aim of this paper is to describe the difference between brand name and corporate image. As companies seek to gain a competitive edge through means of organizational restructuring and/or innovation, building brand name recognition and corporate image has become increasingly significant. Consumers identify with brand names and advertisements, which promote products that make favorable impressions. Brand naming is a concrete concept in that a brand name is something one can see, touch, fee or smell. By seeing and/or hearing and advertisement one can become familiar with a brand name which in turn can build a brand’s recognition. Corporate image on the other hand is an abstract concept that has a definite effect on marketing performance since consumers prefer to purchase from companies with reputable corporate images. Corporate imagery is a highly involved mental process that marketers pursue in order to challenge the perceptions of internal and external stakeholders. Corporate advertising is big business with expenditures of more than nine billion dollars. The knowledge of that may affect how consumers feel about brands from a particular corporation or so one would think. The two concepts overlap one another. Brand naming and corporate imaging can be used together to present to consumers a total package of satisfaction, good product/service from a good company.
Introduction
Businesses try to differentiate themselves from other companies by constructing brand names and corporate images unique to themselves. While these may sound identical – and they do have some similarities to one another – brand name and corporate image are two different things. Understanding how branding and corporate identity can assist a business with staying on message can help get the business’s values through to consumers.
References: Fombrun, C (1996) Reputation: Realizing value from the corporate image. Boston, MA: Harvard Business Review Press Hatch, M & Schultz, M (2008) Taking brand initiative San Francisco, CA: Jossey-Bass Publishing Ross, M (2010) Branding basics for small business: How to create an irresistible brand on any budget Bedford, IN, USA: NorLightsPress.com.