Corporate 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. It should also be noted that while 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.

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.[1]

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.

Corporate branding is the process of creating and maintaining positive perception of a company as a brand in the mind of consumers. This process provides the company with a unique identity that sets it apart in the industry, mainly through marketing campaigns and consistent themed visuals.

See also


  1. ^ MJ Hatch & M Schultz, Taking Brand Initiative: How Companies Can Align Their Strategy, Culture and Identity Through Corporate Branding (San Francisco: Jossey Bass, 2008).

Further reading

  1. Balmer, John M. T. and Greyser, Stephen A. (eds.), Revealing the Corporation: Perspectives on identity, image, reputation, corporate branding, and corporate-level marketing, London: Routledge, 2003, ISBN 0-415-28421-X.
  2. Schultz, Majken; Hatch, Mary J. and Larsen, Mogens H. (eds.), The Expressive Organization: Linking Identity, Reputation and the Corporate Brand, Oxford: Oxford University Press, 2000, ISBN 0-19-829779-3.
  3. Ind, Nicholas, The Corporate Brand, London: Palgrave Macmillan, 1997, ISBN 0-8147-3762-5.
  4. Marc Fetscherin, Jean-Claude Usunier, (2012) "Corporate branding: an interdisciplinary literature review", European Journal of Marketing, Vol. 46 Iss: 5, pp. 733 - 753
  5. Gregory, James R. and Wiechmann, Jack G., Leveraging the Corporate Brand, Chicago: NTC, 1997, ISBN 0-8442-3444-3.
  6. Godin, Seth., "Purple Cow", ISBN 978-0141016405

Babbel is a subscription-based language learning app and e-learning platform, available in various languages since January 2008. Fourteen languages are currently offered: Dutch, Danish, English, French, German, Indonesian, Italian, Norwegian, Polish, Brazilian Portuguese, Russian, Swedish, Spanish and Turkish.

Corporate communication

Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable point of view among stakeholders on which the company depends. It is the messages issued by a corporate organization, body, or institute to its audiences, such as employees, media, channel partners and the general public. Organizations aim to communicate the same message to all its stakeholders, to transmit coherence, credibility and ethics.

Corporate communication helps organizations explain their mission, combine its many visions and values into a cohesive message to stakeholders. The concept of corporate communication could be seen as an integrative communication structure linking stakeholders to the organisation.

Corporate propaganda

Corporate propaganda refers to propaganda disseminated by a corporation (or corporations), for the purpose of manipulating public opinion concerning to that corporation, and its activities. The use of corporate propaganda can be commonly found in the fields of advertising, marketing, politics, history, and public relations. There is debate as to whether corporate propaganda should be legal, with corporations claiming that advertising is an inherent right for any entity in a free market economy trying to sell a product or service, while modern leftists, social liberals, and social rights activists argue that corporate propaganda is tantamount to brainwashing.

David E. Carter

David E. Carter is an entrepreneur and writer on graphic design, logo design, and corporate branding. He has written many trademark and logo books and won a number of regional Emmys for his local television productions. Since moving to Sanibel Island, Carter has teamed with Pfeifer Realty Group owner Eric Pfeifer to make several historical documentaries about Sanibel Island including "Sanibel Before the Causeway" and "Postcards and Pictures from Sanibel".

Double bottom line

Double bottom line (abbreviated as DBL or 2BL) seeks to extend the conventional bottom line, that measures fiscal performance—financial profit or loss—by adding a second bottom line to measure their performance in terms of positive social impact.

The idea that for-profit corporations have an obligation to support social causes beyond their immediate interest in short-term profits dates back at least to the corporate social responsibility movement that can be traced to the 1960s. The idea that upholding social responsibilities can help a company sustain its profits in the long term has been "part of mainstream management theory at least since the publication of Edward Freeman's 1984 classic, Strategic Management: A Stakeholder Approach", according to an article by Wayne Norman and Chris MacDonald in 2004. An early reference to the term itself came in Emerson and Twersky's 1996 book New Social Entrepreneurs: The Success, Challenge, and Lessons of Non-profit Enterprise Creation.One example of a double bottom line enterprise is the Khushhali Bank's microfinance program in Pakistan. While the bank wants to generate profits so that it can grow, it has a second bottom line of reducing local poverty. Its 2004 annual report provides "audited financial statements and indicators of financial

performance such as the bank’s credit rating, portfolio at risk and efficiency ratio" but also notes that the bank was "established to mobilize funds for providing micro-finance services to poor persons, particularly poor women for mitigating poverty and promoting social welfare and economic justice..." For an example of a double bottom line in the public sector, California State Treasurer Philip Angelides in 2000 called on state programs "to create economic growth and development in California's communities" by investing in them.Some cite for-profit corporations contributing money or labor to charities and social causes. A 2006 article on corporate branding points to Nike's support of the "NikeGO" program to encourage and enable physical activity by children, and "Zoneparcs" "to transform playtime at UK primary schools." It also refers to Ben & Jerry's "splitting the traditional financial bottom line into a 'double' bottom line, which included a measurement of the environmental impact of their products and processes." The double bottom line is important for the growth of the firm as evidence suggests that CSR voluntarily taken on by companies will result in opportunities for further profit while creating social welfare.There is controversy about how to measure the double bottom line, especially since the use of the term "bottom line" implies some form of quantification. A 2004 report by the Center for Responsible Business (University of California, Berkeley) noted that while there are "generally accepted principles of accounting" for financial returns, "A comparable standard for social impact accounting does not yet exist." Social return on investment has been suggested as a way to quantify the second bottom line.


FirstGroup plc is a multi-national transport group, based in Aberdeen, Scotland. The company operates transport services in the United Kingdom, Ireland, Canada and the United States. It is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index.

Global Citizen Festival

The Global Citizen Festival is an annual music festival started in 2012 and organized by Global Poverty Project. In 2015, the organization announced that Coldplay lead vocalist Chris Martin would serve as the festival's curator for the next 15 years. It was founded by Ryan Gall and Hugh Evans. Gall said he was inspired by visiting Austin City Limits and seeing the branding on the stage, but replace corporate branding with branding from charities.

Grosvenor Shopping Centre

The Grosvenor Shopping Centre (for a time known as The Mall Grosvenor or The Mall Chester) is a large shopping precinct in Chester, England. It hosts around 70 stores. Whereas most of the central shopping area of Chester consists of historic streets, The Mall provides undercover shopping to complement the wide range of shops in other locations around the city. It consists of some Edwardian buildings with modern covered shopping malls. It was owned by The Mall Fund, and carried their corporate branding. It was sold sometime in 2009 and the name Grosvenor Shopping Centre reinstated by the new owners.

Individual branding

Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company." Each brand, even within a same company, has a unique name, identity and image, allowing the company to target different market segments, tailor pricing and marketing strategies, and separate the image and reputation of different products.

Individual branding contrasts with umbrella branding (or umbrella branding) and corporate branding, in which the firm markets all of its product together, using the same brand name and identity.


Mastercard Incorporated (stylized as MasterCard from 1979 to 2016 and mastercard from 2016 to 2019) is an American multinational financial services corporation headquartered in the Mastercard International Global Headquarters in Purchase, New York, United States. The Global Operations Headquarters is located in O'Fallon, Missouri, United States, a municipality of St. Charles County, Missouri. Throughout the world, its principal business is to process payments between the banks of merchants and the card issuing banks or credit unions of the purchasers who use the "Mastercard" brand debit, credit and prepaid to make purchases. Mastercard Worldwide has been a publicly traded company since 2006. Prior to its initial public offering, Mastercard Worldwide was a cooperative owned by the more than 25,000 financial institutions that issue its branded cards.

Mastercard, originally known as "Interbank" from 1966 to 1969 and "Master Charge" from 1969 to 1979, was created by an alliance of several regional bankcard associations in response to the BankAmericard issued by Bank of America, which later became the Visa credit card issued by Visa Inc.


A Nanosite is a downloadable offline mini-website using both Java ME and .NET Framework.

Nanosites have become popular amongst companies that want to use another media for corporate branding.

A Nanosite can be easily downloaded to a mobile handset via WAP, GPRS, Wi-Fi or Bluetooth.

Nanosite, or nano-site, has been used to refer to interactive rich media ads that bring some of a website's content and functionality into the ad unit.

Nolen Niu

Nolen Niu (born 1975) is an American Industrial Designer who received his Bachelor of Science in Industrial Design from the Art Center College of Design located in Pasadena, California.

His company, Nolen Niu, Inc., provides services including corporate branding, product design for consumer electronics and furniture. Niu's corporate office is located in Beverly Hills with a studio and showroom located in Hollywood, California.

Panasonic (cycling team)

Panasonic was a Dutch professional cycling team, sponsored by the Matusishita Corporation, formed in 1984 by team manager Peter Post, when the TI–Raleigh main sponsors, withdrew sponsorship. Some of the riders, followed Jan Raas to his newly formed team, Kwantum Hallen - Decosol. Peter Post retained some riders, and rebuilt his team, with riders, who became one of the most dominant teams, for both classics, and stage races.

The Panasonic team, had a reputation for always having the best equipment, vehicles from Mercedes-Benz, team wear by Descente, team bicycles from Raleigh 1984-85 / Eddy Merckx 1986–87 & Colnago 1988–89, were always fitted with Italian Campagnolo groupsets.

Between 1990–92 the team used Panasonic branded bicycles, fitted with Japanese Shimano equipment, reflecting its corporate branding.

Pension, Disability and Carers Service

The Pension, Disability and Carers Service was an executive agency of the Department for Work and Pensions (DWP) which was created in April 2008.The PDCS brought together two former separate executive agencies, The Pension Service and the Disability and Carers Service. These two agencies kept their corporate branding and provided services under their separate identities. The two agencies shared roughly fifty percent of the same customers and the rationalisation of services was believed to be likely to provide a better service.

Its status as an executive agency was removed on 1 October 2011 with its functions being brought back inside the DWP.

Popular culture

Popular culture (also called pop culture) is generally recognized by members of a society as a set of the practices, beliefs and objects that are dominant or ubiquitous in a society at a given point in time. Popular culture also encompasses the activities and feelings produced as a result of interaction with these dominant objects. Heavily influenced in modern times by mass media, this collection of ideas permeates the everyday lives of people in a given society. Therefore, popular culture has a way of influencing an individual's attitudes towards certain topics. However, there are various ways to define pop culture. Because of this, popular culture is something that can be defined in a variety of conflicting ways by different people across different contexts. It is generally viewed in contrast to other forms of culture such as folk culture, working-class culture, or high culture, and also through different theoretical perspectives such as psychoanalysis, structuralism, postmodernism, and more. The most common pop-culture categories are: entertainment (such as movies, music, television and video games), sports, news (as in people/places in the news), politics, fashion/clothes, technology, and slang.Popular culture is sometimes viewed by many people as being trivial and "dumbed down" in order to find consensual acceptance from (or to attract attention amongst) the mainstream. As a result, it comes under heavy criticism from various non-mainstream sources (most notably from religious groups and from countercultural groups) which deem it superficial, consumerist, sensationalist, or corrupt.

Print (magazine)

Print, A Quarterly Journal of the Graphic Arts was a limited edition quarterly periodical begun in 1940 and continued under different names through the end of 2017 as Print, a bimonthly American magazine about visual culture and design.

In its final format, Print documented and critiqued commercial, social, and environmental design from every angle: the good (how New York’s public-school libraries are being reinvented through bold graphics), the bad (how Tylenol flubbed its disastrous ad campaign for suspicious hipsters), and the ugly (how Russia relies on Soviet symbolism to promote sausage and real estate).

Print was a general-interest magazine, written by cultural reporters and critics who look at design in its social, political, and historical contexts. From newspapers and book covers to Web-based motion graphics, from corporate branding to indie-rock posters, from exhibitions to cars to monuments, Print showed its audience of designers, art directors, illustrators, photographers, educators, students, and enthusiasts of popular culture why our world looks the way it looks, and why the way it looks matters. Print underwent a complete redesign in 2005, and ceased publication in 2017, with a promise to focus the brand on "a robust and thriving online community."

Society of Actuaries

The Society of Actuaries (SOA) is a global professional organization for actuaries. It was founded in 1949 as the merger of two major actuarial organizations in the United States: the Actuarial Society of America and the American Institute of Actuaries. It is a full member organization of the International Actuarial Association.Through education and research, the SOA advances actuaries as leaders in measuring and managing risk to improve financial outcomes for individuals, organizations, and the public. The SOA’s vision is for actuaries to be highly sought-after professionals who develop and communicate solutions for complex financial issues. The SOA provides primary and continuing education for students and practicing actuaries, maintains high professional standards for actuaries, and conducts research on actuarial trends and public policy issues.

A global organization, the SOA represents actuaries from all major areas of practice, including life and health insurance, retirement and pensions, investment and finance, enterprise risk management, and general insurance (property and casualty) insurance. The Casualty Actuarial Society also represents actuaries working with property and casualty.

The SOA, along with its public relations firm Golin, won the PR Week Corporate Branding Campaign of the Year award for 2008. The award was given for the SOA's efforts to revitalize the actuarial profession's brand in the U.S., including the slogan "Risk is Opportunity."

Vale Limited

Vale Canada Limited (formerly Vale Inco, CVRD Inco and Inco Limited; for corporate branding purposes simply known as "Vale" and pronounced in English) is a wholly owned subsidiary of the Brazilian mining company Vale. Vale's nickel mining and metals division is headquartered in Toronto, Ontario, Canada. It produces nickel, copper, cobalt, platinum, rhodium, ruthenium, iridium, gold, and silver. Prior to being purchased by CVRD (now Vale) in 2006, Inco was the world's second largest producer of nickel, and the third largest mining company outside South Africa and Russia of platinum group metals. It was also a charter member of the 30-stock Dow Jones Industrial Average formed on October 1, 1928.

Warren Dayton

Warren Dayton is an American illustrator, artist and graphic designer best known for his posters from psychedelic art era, a pioneer of the use of T-shirts as an art medium, creator of corporate branding & logos such as Thomas Kinkade’s Lightpost Publishing, and internationally award-winning book, editorial, commercial illustration and typography. Dayton's work ranges from funny and whimsical drawings used in many magazines and books, corporate branding and logos to illustrated features and books that have been honored by selection in design competitions and earned grants from the National Endowment for the Arts. He has authored and illustrated several books that have become collectors items; he continues to illustrate murals, posters and books. He founded Artifact, Ink studios in 2001 and currently works in the studio in the Sierra Foothills with several other artists and designers.

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