KEY TERMS

Corporate identity = Represents a mix of characteristics of a corpus that makes

the corpus unique – uniform inwards and diverse outwards.
• Identity characteristics are real, central, and relatively
constant attributes that distinguish one entity from another.
• It is a strategically planned, internally and externally
implemented representation that relates above all to the
entity's distinctive and unique characteristics.
• Corporate identity relates not only to characteristics that
enable recognition of the organization, but configures a
system that makes an organization unique and different
from others.
KEY TERMS
Diversity = Means that, besides their separate legal existences, each
outwards company develops its own series of characteristics that make
the company recognizable. The emphasis is on the
identification, articulation, and development of unique
capabilities of a company; of such attributes that enable the
company to develop value on the market, that make the
company incomparable and explicitly different from other
companies in the branch of industry.

Uniformity = Means that corporate identity provides employees with the

inwards possibility of personal and group identification, which
functions as a glue that holds together different
organizational departments and strategic units, but also
individuals and groups in the organization.
KEY TERMS
Branch or industry = A mix of properties or characteristics that can be
identity. implicitly or explicitly demanded by customers and other
stakeholders, which are common to all companies inside
a particular branch, and which a particular company
has to have to operate competently inside the respective
branch or industry. This concerns those identity
characteristics that are pivotal, common, and
distinguishing for all companies in a particular industry.

Branch or industry. = A group of companies and other institutions that offer

interchangeable services or products. An industry is any
type of specific marketplace and can be classified in a
variety of classes or sectors. Different classification
systems commonly divide industries according to similar
functions and markets, and identify businesses
producing related products.
KEY TERMS
Corporate identity = Refers to the process of identification, articulation, and
management development of the unique capabilities of the organization
to make it successful and reputable. It also involves
consistent execution and communication of identity
attributes in all activities of the organization and its
representatives.

Adaptive instability = Organizations are faced with the paradox that they
must be current and adaptable at all times, but at the
same time also represent continuity that guarantees
security. Organization must learn to constantly change
and nonetheless stay the same. They tend to preserve the
continuity of their identities, but they must constantly keep
paying attention to whether their identity is still current,
relevant, and attractive in view of the changes in the
environment, perceptions, and meanings.
CHAPTER TOPICS
1. Definition

2. Approaches to brands

3. Corporate branding

4. Identity of a corporate brand

5. Positioning of a corporate brand

6. Brand architecture

7. Organizational issues

8. Corporate rebranding
 In which
With what With what
Who Says what? To whom? channel?
(How) purpose? effect?

2 Corporate 3 Corporate 6 7 Storytelling 9 Corporate 11

identity brand and Stakeholder and issue associations: Organization
branding management management identity traits al
and in times of and identification
4 Employer communicati change and corporate
branding on crises image 12
Organization
5 Ethical 8 Corporate 10 Corporate al
branding communicatio associations: commitment
and ns reputation and social
corporate and trust acceptability
social
responsibility

Book chapters in the classical communication model

DEFINITION OF
BRAND
#Function gives
#Values are encoded Brand recognition

Brand = a series of functional and emotional

values that promise a certain experience to its
stakeholders (de Chernatony and McDonald)

unctional values
High-quality fabrics, and professional
craftsmanship
Reliable and durable products
Classic, fashionable and detailed design
motional values
Sense of high social status/price
Sophistication and elegant
Know-how, respect for the clien
and the willingness to bring be
to every woman are also values
define the company
OUR MISSION: to leave
legacy of beauty and be fu
committed
NOTES #Label

#Trademark
What’s The Difference?
Your business name A brand name is a name
(also referred to as your you use to identify the family
trade name) is the name of products or services you
that you register with offer or a single line of
your state to operate. products or services. For
You use it on your bank example, Nike is the brand
account, your tax forms, name used on most products
and other legal manufactured by Nike, Inc. (In
documents. this example, the business
name = brand name).
For example, Nike, Inc.
is the business name of However, a business name
the Nike company. and brand name don’t have
to be the same. For example,
Apple is a company with
many brands such as iPad,
iPhone, iPod, and Mac.
A product name could be as
generic as “car” but with so many
products and services on the market,
businesses create more unique product
names to differentiate their products
from competitors’ products.
For example, the Toyota company
operates using Toyota as its company
name, and its products are cars. To
differentiate its cars from the
competition, the company brands them
with the Toyota brand name (in
addition to its Lexus and Scion brand
families), and within the Toyota brand
family, there are sub-brands like
Corolla, Camry, and Sienna..
DEFINITION OF
CORPORATE BRAND

Open the book, page number 32-33, and

summarize all the characteristics of
“corporate brand” to create your own
definition of this term.
 DEFINITION OF
CORPORATE BRAND
= A visual, verbal, and behavioural expression of an organization. It is a
consciously and strategically managed representation of the company that
unites and represents the collection of products, services, units, and business
under one name and common identity signs. It denotes an entity that
guarantees recognition and lasting competitive advantage and is something
that makes the company recognizable to all audiences. But the corporate
brand is not limited to a single company; it can designate a subsidiary, a
group of companies or a holding company. A strong corporate brand exists
when the brand's and the company's stakeholders have clear, favourable,
and unique associations, relationships, and experience, in accordance with
those that were articulated and constructed by the management.
APPROACHES TO BRANDS
Cognitive approach
focuses on the mental
processes of an
individual, such as
perceptions,
memorization, learning,
and formation of
attitudes and decisions,
and explains the
corporate brand as a
means that triggers a set
of associations in the
individual.
trademark visual identity
Relational approach
sees the corporate brand as
an active subject and not a
passive object. The brand
has a contructed personality
and acts as a pseudo-
person in relationships that
a company has with its
stakeholders, including
relationships of trust,
emotional attachment,
commitment, etc.
image pseudo-person
Experiential approach treats the
corporate brand not only as an actor
or performer that has pseudo-human
relationships but also as a subject
that has in itself the mean for the
creation of experiences that are
beyond merely rational processes.
Those experiences are, for example,
aesthetic pleasures, emotional
experiences, ethical satisfaction,
unusual experiences and a sense of
belonging to brand communities
relationship added financial value
Three major benefits of
corporate brands are:

Providing a platform to communicate a

clear and consistent promise that represents
the brand

Providing differentiation from competitive

brands and companies

Fortifying respect and loyalty of

customers and other stakeholders with respect
to the organization.
What are the others benefits of a successful
Corporate brand?
 #Negative Consequences
PITFALLS IN THE USE OF
CORPORATE BRAND

• What drawbacks a company might

have when they have a too strong
corporate brand?
• When?
• Why?
What is?
Corporate Branding
Processes of the formation and management of the
different aspects related to the corporate brand.
Corporate branding consists of the systematically
planned activities of a company which involves the
identity creation and positioning of corporate
brand, brand architecture, and portfolio, brand
storytelling and communication programmes and
organizational structure and processes connected to
management of the corporate brand.
 CORPORATE
BRANDING

CORPORATE
INTERNAL BRANDING EXTERNAL BRANDING
BRANDING

CONSISTENC
Y
CORPORATE
BRANDING
IDENTITY AND
POSITIONING

ARCHITECTURE ORGANIZATIONAL
ISSUES

COMMUNICATION
PROGRAMMES
& STORYTELLING
BRAND
POSITIONING
 Positioning Of
A Corporate Brand
Dimension/attribute Z

brand 1 brand 2

brand 4
brand X (desired postion)

Dimension/attribute N

brand 3 brand X
 BRAND ARCHITECTURE
Monolithic type Endorsed type Unbound type
Kiến trúc một khối Thương hiệu bảo chứng Kiểu tự do

The company The company The company solely

communicates the
corporate brand which
is also the brand of
individual units, services,
products
communicates the communicates the brand
corporate brand of individual units,
services, products and
does not reveal their
connection to the
company

in combination with
brands of individual
units, services, products
BRAND ARCHITECTURE

There are five dimensions of brand architecture

(Aaker and Joachimstahler)
A Branded House has one parent brand as the umbrella for a wide produ
possibly also across categories. An example of this is Virgin, Virgin Airline
Fitness, Virgin Music, and so on. All of them are linked to the parent brand
the use of logo, and color and serve the purpose of “changing business fo
The second type, sub-brands, also use the parent brand as the main frame
reference but makes the individual brands more distinct by adding new as
Examples of this are Lego and Coca-Cola examples, but also Microsoft an
Microsoft Office, Nivea and Nivea Q10, or Sony and Sony PlayStation.
Endorsed Brands are less linked to the parent than sub-brands as they hav
names but uses elements from the parent as a discrete quality guarantee.
The fourth structure is House of Brands, where all brands are independent stand-
alone brands. An example of this is P&G with Gillette, Oral-B, Head & Shoulders
and Pampers to name a few, or Yum! who is the parent brand of Taco Bell, Pizza
Hut and KFC
In reality, almost all companies use mixed brand portfolio strategies in at least one
case, thus demanding a Hybrid Brand Architecture. One example is Amazon that
have brands such as IMDB (House of Brands), Amazon Prime (Sub-brands) and A9
(Endorsed Brands)
ORGANIZATIONAL
STRUCTURE
An organizational structure is a system that outlines how
certain activities are directed in order to achieve the goals
of an organization. These activities can include rules,
roles, and responsibilities.
The organizational structure also determines how
information flows between levels within the company. For
example, in a centralized structure, decisions flow from
the top down, while in a decentralized structure, decision-
making power is distributed among various levels of the
organization. Having an organizational structure in place
allows companies to remain efficient and focused.
 CORPORATE
REBRANDING

Relates to the disjunction or change of the

primary structure of the corporate brand
and the process of formulating a new
brand. The whole company and all of its
strategic units try to move from the existing
frame of reference into a different one that
is more attractive and actual.