Corporate Branding Key Concepts
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iscussing about branding and corporate branding we meet a lot of different and sometimes confusing concepts, sometimes similar or sometimes very different, sometimes unanimously similar understood or sometimes generating controversy in terms of meaning.
Corporate Philosophy – the business mission and values espoused by the management board (or founder).
Corporate Personality – the sum total of the characteristics of the organisation or a distinct organisational culture, which reflects the organisations (or founders) distinct mission and philosophy
Corporate Image – consisting of two components; functional and emotional. Functional relates to tangible characteristics while the emotional component is associated with psychological dimensions that are manifested by feelings and attitudes towards a company. Or it can be described as a profile or sum of impressions and expectations of that organisation, built up in the minds of individuals who comprise its publics.
Corporate Identity – comes into being when there is a common ownership of an organisations philosophy which is manifest in a distinct corporate culture (the corporate personality). At its most profound, the public feel that they have ownership of the philosophy.
Corporate Reputation – a collective representation of a firm’s past actions and results that describes the firm’s ability to deliver valued outcomes to multiple stakeholders.
Corporate Associations – a generic label used for “all information about a organisation that a person holds, including perceptions, inferences, and beliefs about a organisation.
