Corporate Branding :Smaller size FMCG industry IN

Pakistan

Introduction:
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 is
typically much broader. Many researches have been conducted about corporate branding and
corporate brand performance but all these researches used the data of larger size MNCs.
Sometimes the data for larger size MNCs is different from smaller size MNCs. So there is a need
to research corporate branding with smaller size FMCG industry. Corporate branding consist of
Corporate image,Corporate culture and Corporate vision.

Justification for the proposed research:

There are many researches have been conducted about corporate branding and
corporate brand performance but all these researches used the data of larger size
MNCs . There are many corporations have taken advantage but there still remains a
gap that how these variables influence the large size and the small size MNCs
corporate branding.This research has following major objectives:

It will show howSmaller size FMCG industry affects corporate branding.

It will show why Smaller size FMCG industry affects corporate branding.
It will show to what extent the Smaller size FMCG industry is affected by corporate
branding.

This research will give us such results that would show how the results of large MNCs different
from the Smaller size FMCG industry corporate branding.this research will set a background for

future research where the researcher might research on

Literature review:
Among the changes that businesses make as they move toward globalisation isa shift in
marketing emphasis from product brands to corporate branding (e.g.Aaker, 1996; Aaker
andJoachimsthaler, 2000; Balmer, 1995, 2001a; deChernatony, 1999; Dowling, 2001, 1993;
Harris and de Chernatony, 2001; Hatchand Schultz, 2001, Ind, 1997; Kapferer, 1992; Keller,
2000a, b; Knox et al., 2000;Olins, 2000; Schmitt and Simonsen, 1997). In this era when
emphasis is moving from product branding to corporate branding, there is a need to better
appreciate themanagement approach for corporate branding as this needs managing differently
from product branding(Balmer, 1995; Mitchell, 1997).Despite a growing consensus about the
benefits of corporate brandmanagement (Fombrun and Rindova, 1998; Greyser, 1999), there
remainsconsiderable uncertainty over what this means in terms of managementpractices and the
study of this emerging phenomenon. Lane Keller (1999)comments that many organisations are
unsure what they should do to managetheir corporate brand, while Ind (1998a) and Balmer
(1998, 2001b) bothhighlight the current confusion in the field and stress the need to
understandthe disciplines involved in managing and developing a corporate brand. Balmer
(2001a) points to the ethereal characteristic of corporate brands asthey evince emotional
responses from stakeholder groups and the need for totalcommitment across the organisation to
manage a corporate brand successfully. The goal of corporate branding is to conceive,manage
and communicate corporate brand values in order to guide managerialdecisions, actions and
normative firm behavior (Lawer and Knox, 2004).Gray and Balmer (1998,p. 695) present a
pragmatic operational model which shows that, in addition to anunderstanding of corporate
reputation and image, managers need to understand theirfirms corporate identity and corporate
communications and the relationships amongthese components.Schmitt et al. (1995, No. 110)
and Dowling (1993, No. 95), both dealing with corporate branding and perceived corporate
image. They focus on external perception of a company compared to corporate identity (c.f.
5.2.), which deals with the internal perception of a company. Dowling (1993) argues that the

worlds most successful companies must invest in their images.At the centre of brand identity are
brand vision and culture. Vision encompasses the brand's core purpose its reason for being
and its core values, which provide a system of guiding principles (Collins and Porras, 1996).

Theoretical framework:
Model :

Corporate
vision

Corporate
branding

Corporate
culture

Corporate
image

Independent variable:
Corporate image,Corporate culture and Corporate vision are the independent variable

dependent variable:
Corporate branding is the dependent variable

METHODOLOGY:

sample:
small and medium size MNCs will be used as a sample
data collection:
data collection will be through observation and case study
data analysis:
different statistical techniques will be used to analyze the data

Contribution to the research:

Research timetable:
Sr. #

Topic

%age

Words

Months

Introduction

10

3,000

20

12,000

Literature
review
Methodology

20

5,000

Data Analysis

30

18,000

Conclusions
and Analysis

20

12,000

100

50,000

22

Total

References:

Fiona Harris Leslie de Chernatony, (2001),"Corporate branding and corporate brand

performance", European Journal of Marketing, Vol. 35 Iss 3/4 pp. 441 456
Simon Knox David Bickerton, (2003),"The six conventions of corporate branding",
European Journal of Marketing, Vol. 37 Iss 7/8 pp. 998 1016
Mary Jo Hatch Majken Schultz, (2003),"Bringing the corporation into corporate
branding", European Journal of Marketing, Vol. 37 Iss 7/8 pp. 1041 1064
Mark J. Kay, (2006),"Strong brands and corporate brands", European Journal of
Marketing, Vol. 40 Iss 7/8 pp. 742 760
Marc Fetscherin Jean-Claude Usunier, (2012),"Corporate branding: an interdisciplinary
literature review", European Journal of Marketing, Vol. 46 Iss 5 pp. 733 753
VeronikaTarnovskaya Ulf Elg Steve Burt, (2008),"The role of corporate branding in a
market driving strategy", International Journal of Retail & Distribution Management, Vol.
36 Iss 11 pp. 941 965
www.wikipedia.com/corporatebranding.