Thesis Prepared by Madeleine Slim

When done effectively, corporate branding makes marketing much easier for organizations.

For example, organization that has a solid corporate brand can simply announce its name on

sponsored products and that name will directly induce an affirmative reaction in the

consumer, without a list of product descriptions or a brochure stating the latest service the

business has. Eventually, organizations can charge higher prices just because they are the ones

labeling a product.

A strong brand is when building and maintaining perceptions in the mind of customers for

example: “Microsoft, Disney, CNN,” the most famous firms in the world is what consumers

will expect.

Within marketing, Corporate Branding can increase the organization’s visibility,

recognition and reputation in ways not fully appreciated by product-brand thinking. The

Corporate Brand contributes not only to customer-based images, but to the images formed and

held by all the organization’s stakeholders.

An organization can define its brand that is the visual combination to ensure that all

entities are working together to obtain the image, but the image and reputation is what pubic

see and it goes beyond organization’s control.

Branding is basically what appeals to consumers, and is the way a firm’s products and

services are proposed to audiences; reputation however, is the public awareness of the firm’s

corporate activities which incorporates community relations and corporate social

responsibility. It is what the organization is doing to look after its triple bottom line – the

people, the profit and the planet.