Advanced studies in

business
Lecture Three

Dr/ Hend Awad Mahmoud

 Lecture Three

corporate identity and,

brand
 1. Corporate identity

❑ A corporate identity is defined as the manner in which a business

presents itself to the public. The corporate identity is typically
visualized by branding and with the use of trademarks, but it can
also include things like product design, advertising, public
relations etc.
❑ The aim of a corporate identity is to make a company distinctive
and better able to clearly differentiate itself from competitors. The
concept of a corporate identity must be well planned and
strategically implemented.
❑ Differences between corporate image and identity are,
Corporate image is the way a company looks in terms of its logos,
corporate colors, design, and other visual stimulation. On the
other hand, corporate identity includes the effects of the type of
organizational culture at the corporation in relation to the way it
reflects on the company.

There are five main factors that effect on

the corporate identity are,
1. The reality of the company itself: the size of the company,
its structure, its branch of industry, its products, its personnel
and the knowledge controlled, which effect on the identity of
the company.
2. The companies' activities: the output of the organization justifies
its existence and determines its identity.

3. Diversity of the company: the more the company is diversified

in terms of products and services the more its messages can be
differentiated.
4. Communication effort: this effort is related to the effort of the
company in sending specific messages towards the outside. The
more the messages are numerous and coherent, the more the
image of the company is clearly differentiated and identified.

5. Time: an organization needs much time and effort to build a good

identity, and on the other hand, this identity will be destroyed in a
small time if the organization behaves negatively.
 2. Corporate Brands

❑ A brand is defined as a product or service which helps the

organization differentiate its products or services from others. The
role of the brand come in critical for the organization as it
translates into loyalty and higher margins for consumers in the
long run.
❑ A brand is one of the most valuable assets for a company. Many
companies are often referred to by their brand, which means they
are often inseparable, becoming one and the same. Coca-Cola is a
great example, where the popular soft drink became synonymous
with the company itself.
 A. The role of brands

❑ The main role of the brand is to differentiate the organization

from the others in the market.
❑ There are two types of differentiation by brands are horizontal
differentiation and vertical differentiation.

Each one will be explained as follows,

 1. Horizontal differentiation
❑ applies to the homogeneous products, which can be perceived
differently by the consumers. This means that goods are same,
and consumers will buy one and some will buy other, it really
depends on their preferences. Example: Pepsi and Coca Cola;

2. Vertical differentiation
❑ With vertically differentiated products, the price points and marks
of quality are different. And there is a general understanding that
if all the options were the same price, there would be a clear
winner for “the best.”
 B. The main objectives of branding

❑ To differentiate a firm's product.

❑ To increase prestige and status of company
❑ To maintain product and services quality.
❑ To legally protect the firm.
❑ To build values for customers
❑ To create credibility and trust with all members outside the
organization.
❑ To motivate consumers for purchasing the products.
 C. The brand success

❑ Brand success is defined as the comprehensive set of processes,

workflows, and tools that the marketing teams use to modify
corporate communication with consumers.
❑ A brand success requires a strong brand identity, brand image,
brand culture, and brand personality. Implementing a successful
brand strategy that develops all four of these components
increases brand trust, loyalty, and awareness.
 D. The brand management

❑ Brand management is defined as a function of marketing that

uses techniques to increase the perceived value of a product line
or brand over time. Effective brand management enables the price
of products to go up and builds loyal customers through positive
brand associations and images or a strong awareness of the brand.
❑ To manage the brand, require identifying the ideal target market,
understanding what motivates them to choose one product over
others, positioning the brand in the same domain, and developing
an ideal brand message which resonates both with the needs of
the target market.