MKT360

BRANDING

Week 5
13.10.2017
Today’s Agenda

• Corporate Branding
• Response to Review Questions
Corporate Brand
Corporate Personality:
‘The soul, the persona, the spirit of the organization manifested
in some comprehensible way.’
Corporate Identity:
‘The tangible manifestation of a corporate personality is its
corporate identity.’
Corporate Brand:
Represents company's identity, image, reputation, but also
demonstrates financially accountable connotations.
Corporate Branding
- Is a design, marketing, communications and human
resources tool.
- Should influence every part of the organization and every
audience
- Is a co-ordinating resource because it makes the
corporations’ activities coherent
- Makes the strategy of the organisation visible.
 B2B Corporate Brand Communication

https://www.youtube.com/watch?v=nLwML
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https://www.youtube.com/watch?v=3PQS8
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https://www.youtube.com/watch?v=ogt8F5
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Question 1
What is a brand?

What are the characteristics of a good brand?

What types of brand can be distinguished?

Question 2
What are the characteristics of successful brands?
Question 3
What are the benefits and disadvantages of line and brand
stretching versus multi-branding?

What are the implications of the two types of strategy for marketing
communications?
Question 4

What is a brand portfolio and what different

functions can the composing brands serve?
Question 5
What is brand equity and what are its main components?
Question 6
How can marketing communications influence brand equity?
Question 7
What are the benefits of strong brands for the consumer and for the
manufacturer?
For Next Week

Group Discussion Brand Failures!