Professional Documents
Culture Documents
Objectives
An introduction to different branding types The characteristics of corporate brands Differences between corporate brands and product brands Differences between corporate brands and corporate identities Similarities between corporate brands and corporate identities Corporate Branding Relationships (corporate branding architecture) Model of the Moment: Adjusting the AC2ID TestTM so as to accommodate the corporate brand p.251
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EMERGENT
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VALUES
mainly contrived
Monolithic: the use of a single (corporate) brand name. This is used to identify the organization in addition to its products and/or services. Example: Shell Endorsed: the use of a distinct brand name by a subsidiary (corporate brand) is accompanied by explicit reference to the the holding corporations brand (the same may occur for a product and/or service.) Example: General Motors. Branded: the use of a distinct brand name by a subsidiary, product or service which makes no reference to the holding corporations brand. Example: Jaguar, a subsidiary of the Ford Group.
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SUPRA: a quasi, arch brand used to supra-endorse any number of corporate brands. Common in the airline sector (airline alliances) Examples: ONE WORLD/STAR/QUALIFIER
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Note that the covenanted identity is depicted as a five pointed star OUTSIDE the original pentagon. This reflects some of the abiding characteristics of corporate brands in that they can be applied to: other identities and entities shared with other organization have a life, reputation, and financial worth of their own.
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C3
C3 C
COMMUNICATED
A
ACTUAL
C3 C2
CONCEIVED
C3 = Covenanted Identity
I
IDEAL
D
DESIRED
C3
C3
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