Running head: CORPORATE BRANDING AND INFORMATION TECHNOLOGY

Corporate Branding and Information Technology

Students Name
Institutional Affiliation

CORPORATE BRANDING AND INFORMATION TECHNOLOGY

Corporate communication involves all activities employed in managing and coordinating

internal and external communication within an organization, aimed at developing a good perception
among the stakeholders of the company. This can be viewed as all the messages offered by a
corporate organization, body or institute to its audience such as employees, media, channel partners
and the society at large. One of its components is corporate branding (Gregory, 2004).
The rate of rapidity, capacity and information availability through the internet as well as
highly technologically developed data dissemination and data control system have led to speedy,
low-priced and progressively globalized business operations and transactions (Kodama, 2011).
Technology has been a major player in enabling the process of marketing, branding and transacting
products, service and information via internet and electronic means such as short message services
and emails. Electronic dissemination of data has led to changes in business, in the course of
outsourcing business procedures to influence on quality and cost of a specific service provider.
Therefore, Information Technology can be viewed as a spark in recognizing such constituents via
providing timely, organized and thorough information of branding process. Such organization
involved in banking, retail trade and telecommunications can apply IT in creating a competitive edge
as it enables clients to perform several online transactions (Dorf, 1999). Therefore, successful
organizations are ones which puts much effort in sensing and satisfying the continuous changing
customer needs by use of information technology. This is so due to the fact that this reduces time and
space required in acquiring, interpreting and acting on information.
Improvement in information technology has highly reduced global barriers related to time,
space, information sharing and communication by high number of producers, vendors and customers
(Kodama, 2011). This has highly been contributed consumer similarities beyond boundaries which
has steered globalization and international marketing. Computers and IT appliances have decreased

CORPORATE BRANDING AND INFORMATION TECHNOLOGY

in size and weight and rose in terms of utility due to improved, faster software application which has
the ability to manage more data. Such activities as buying of goods and services, social networking,
banking, carrying out business transaction, information collection and investigation are major users
of information technology (Tan & International Conference on Technology for Education and
Learning, 2012).
From the above view, evidently, information technology is a strategic weapon for corporate
management. Despite the possibility of achieving the best by use of technology, it is important to be
careful on the type of business and take into consideration return on investment on information
technology in its degree to generate performance and growth. In some instances, information
technology has proven to be barrier to achieving organizational objective instead of being a catalyst
to the achievement of the organizational goals (Schultz, Antorini, & Csaba, 2005).
Global marketing is more than just a function of carrying out an export and import business
or an international branch that is involved in increasing sales or brand loyalty in international
marketing environment in which it carries out its operations (Dorf, 1999). There is need to
investigate each market carefully, finding and making use of international marketing opportunities
based on the business strategy. To ensure that organization gains competitive advantage it is
important for it to embrace information technology and ensure it is uses information to carry out its
operations. In this regards information will be an important tool to manage and control outcome of
globally detached business transactions and more so make sure that all operation are as per required
standard put in place, ensure sustainability of performance and good governance. A good example is
employing information technology to suit wide range of market conditions. For instance a situation
where software and hardware companies manufactures products and appliances taking into
consideration level of IT knowledge, purchasing power and level of importance (Dorf, 1999).

CORPORATE BRANDING AND INFORMATION TECHNOLOGY

From different researches evidently, global brands are favored in relation to local brands
(Kodama, 2011). Information technology is very important in that it helps in the analysis of
customers preference to brands taking into consideration factors such as consumer stimuli brought
by marketing mix, psychological traits and business controlled system that are used to the brand such
as payment and customers service support. It is worth noting that an organizations international
strategy is created through four stages such as creation of major domestic strategy that will ensure
competitive advantage, globalizing the core market strategy through market extension, joining
country specific strategies to international strategy and rationalization of the integrated strategies to
come up an international strategy (Gregory, 2004). At each of the above step particular branding and
marketing strategies ought to be implemented to strengthen the corporate strategy. Information
technology will play a supporting role in steering such branding initiatives.
Customer relation management is viewed as a major steer of potential business in a situation
where employment of business intelligence on consumer favorites and e-mail correspondence with
clients is done. This will help a continuous interaction with the customers to maintain brand
awareness and raise the experience of new promotions, products or services (Kodama, 2011). To
generate useful information data related to customers should be analyzed. This will help in
enhancing customer awareness buying trends. Limitation of use of technological branding is that it
will not create a unique thing for your organization since it is a procedure through research which
others are able to reach at (Dorf, 1999). It is only how one internalizes and interprets that makes it
different. The use of technology can be very expensive in terms of manpower, purchase, installation
and maintenance. Additionally, this can be very dangerous as it can be interfered with and important
information withdrawn giving organizations rivals its information (Dorf, 1999).

CORPORATE BRANDING AND INFORMATION TECHNOLOGY

In conclusion, evidently, information technology is a spark in steering global marketing

program through each aspect of marketing mix (Dorf, 1999). It can therefore be concluded that IT
leads to generation and evolution of international brands and at the same time plays a critical role in
maintaining brand consciousness and international marketing of products. It is important to manage
IT and make use of it taking into consideration business needs and that it assists organization growth.
It is worth for an organization to make use of technology to improve its efficiency and to streamline
its systems and processes (Gregory, 2004). Doing this will enable the company enhance its
competitive edge taking into consideration its rivals in an industry where speed is a key element such
as garment industry, shipping and logistic and retailing.
Therefore, it is important for organizations to invest in information technology on the basis of
rivalry and external considerations such as customers needs and compliance. In some industries
utilization of social network such as Face-book, Twitter is a must since intended market base use
them often. Organizational capabilities such as skills and resources are important factors to take into
consideration in IT adoption (Schultz, Antorini, & Csaba, 2005).During implementation process,
adequate training of human resources, technical expertise, and system testing among other mattes
should be critically be examined to ensure success of the implementation process. Through use of IT
has enhanced corporate branding by defining business personality effectively, helping develop long
term planning for marketing and product consistency, easy identification of the company through its
logo, and color scheme, easily assess the target market and easing increase in market share (Dorf,
1999).
References
Dorf, R. C. (1999). The technology management handbook. Boca Raton, FL: CRC Press.

CORPORATE BRANDING AND INFORMATION TECHNOLOGY

Gregory, J. R. (2004). The best of branding: Best practices in corporate branding. New York:
McGraw-Hill.
Kodama, M. (2011). Interactive business communities: Accelerating corporate innovation through
boundary networks. Farnham: Gower.
Schultz, M., Antorini, Y. M., & Csaba, F. F. (2005). Corporate branding: Purpose/people/process:
towards the second wave of corporate branding. Kge, Denmark: Copenhagen Business
School Press.
Tan, H., & International Conference on Technology for Education and Learning. (2012). Technology
for education and learning. Berlin: Springer.