Thesis Prepared by Madeleine Slim

CHAPTER I: CORPORATE BRANDING AND

REPUTATION: CONCEPTS AND

DETERMINANTS

This chapter reveals the difference between identity, reputation and image in an

organization and shows how stakeholders perceive this issue with responsibility to keep its

image healthy and how the combination of this factors lead to reputed organization.

1.1 Definitions and Concept

1.1.1 Corporate Branding

Hatch and Shultz, (2000) define corporate brand as sign, symbol, name or the

combination of all these items to differentiate an organization from another. A corporate

branding helps the corporation and the management to create a unique position in the

marketing place of an organization and its brands towards competitors. The organization

engages goods or services will be a part of the organization identity and the organization will

be considered as a brand.

Dealers must use marketing to realize several goals at the same time. First, they want

to promote new products to consumers so consumers know these products are available

through the organization

Second, they need to advertise worth so consumers believe they are

getting their money's value. But the main objective of marketing is to generate a corporate

branding, a solid uniqueness that has the facility to twig in the minds of users regardless of the

product or situation.

Corporate branding is a specific style of naming, which seeks to link the name of the

firm with the overall advertising efforts in the attention of the user. When Corporate Branding

is effective, and the consumers hear or see the name of the organization, they will associate it

with an exclusive value and confident experience. No matter what the business offers, the

corporate brand is always an impact.