Concept of Corporate Branding: Challenges and Comparison with Product Branding
Downloads
Branding is the act of making a strong impression on customers regarding the quality and niche of their product or company. There are many types of branding, but the three most common types of branding are: Corporate branding, Product branding and Personal branding (Jones, 2013). Corporate branding is the act of branding of a corporate body. It allows us to recognize the corporate and their quality product in the market. It helps us to target the most suitable segment of the product for their promotions and marketing. It is also called Umbrella branding (Abratt, 2012). Product branding is a strategic approach to market a specific product and recognize the facts and figures of the product to their customers. In this study, we have highlighted the importance of branding, corporate branding, and product branding. We have discussed the difference and similarities between these two branding types. We have also discussed the challenges in corporate branding and suggested beneficial points in the end to overcome these challenges and to progress in the field of business and marketing by following systematic approach of branding.
Downloads
A, W. (2017). The Role of Internal Branding in the Delivery of Employee Brand Promise. Advances in Corporate Branding, 91-108.
A.Rauschnabel, P. (2016). Brand management in higher education: The University Brand Personality Scale. Journal of Business Research, 69(8), 3077-3086.
Abratt, R. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 46(7), 1048-1063.
Appel‐Meulenbroek. (2010). Corporate branding: an exploration of the influence of CRE. Journal of Corporate Real Estate, 22(1), 47-59.
Ashenfelter, O. C. (2015). Efficiencies brewed: pricing and consolidation in the US beer industry. The RAND Journal of Economics, 46(2), 328-361.
Balmer. (2012). Strategic corporate brand alignment: Perspectives from identity based views of corporate brands. European Journal of Marketing, 46(7-8), 1064-1092.
Balmer, J. M. (2017). Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship. European Journal of Marketing, 51(9), 1462-1471.
Balmer, J. M. (2017). Corporate Brand Orientation: What Is It? What of It? Journal of Brand Management: Advanced Collections, 175-202.
Bastos, W. (2012). A history of the concept of branding: practice and theory. Journal of Historical Research in Marketing, 4(3), 347-368.
Batey, M. (2015). Brand Meaning: Meaning, Myth and Mystique in Today’s Brands (1st ed.). USA: Routledge, 2015.
Biraghi, S. (2015). Corporate branding: Where are we? A systematic communication-based inquiry. Journal of Marketing Communications , 21(4), 260-283.
Bouyssou, D. (2013). Decision Making Process: Concepts and Methods (1st ed.). France: John Wiley & Sons, 2013.
Chun, G. D. (2002). Gaps Between the Internal and External Perceptions of the Corporate Brand. Corporate Reputation Review volume, 144-158.
DeannaWang, H.-M. (2016). Stakeholder relationships, brand equity, firm performance: A resource-based perspective. Journal of Business Research, 69(12), 5561-5568.
Doherty, N. (2011). Exploring the motives of company-backed and self-initiated expatriates. The International Journal of Human Resource Management , 22(3), 595-661.
Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.
Fetscherin. (2012). Corporate branding: an interdisciplinary literature review. European Journal of Marketing, 46(5), 733-753.
Foster. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401-409.
Furman, D. M. (2010). The Development of Corporate Image: A Historiographic Approach to a Marketing Concept. Corporate Reputation Review volume , 63-75.
Gaia. (2015). Intellectual capital disclosure in integrated reporting: an impression management analysis. Journal of Intellectual Capital, 16(3), 661-680.
Gyrd-Jones, R. (2013). Revisiting the complexities of corporate branding: Issues, paradoxes, solutions. Journal of Brand Management volume , 571–589.
Harjoto, A. (2017). Strategic and institutional sustainability: corporate social responsibility, brand value, and Interbrand listing. Journal of Product & Brand Management, 26(6), 545-558.
Hatch, J. (2010). Designing a positive image: corporate branding and Social responsibility. Advances in Appreciative Inquiry, 3(1), 35-55.
IGWE, A. (2014). Examining the Effect of E-Commerce on Business Performance in A Business Environment . Developing Country Studies, 4(26).
Jones. (2013). An evolved definition of the term ‘brand’: Why branding has a branding problem. Journal of Brand Strategy, 2(2), 112-120.
Kalaignanam, K. (2013). Corporate brand name changes and business restructuring: is the relationship complementary or substitutive? Journal of the Academy of Marketing Science, 456-472.
King, C. (2010). “When experience matters”: building and measuring hotel brand equity: The customers' perspective. International Journal of Contemporary Hospitality Management, 22(5), 589-608.
Kucharska, W. (2018). Personal Branding—A New Competency in the Era of the Network Economy. Corporate Brand Performance Implications. Corporate Social Responsibility in the Manufacturing and Services Sectors , 19-34.
Leung, T. C. (2016). Rebranding Macau: views of cultural industry insiders. International Journal of Culture, Tourism and Hospitality Research, 10(1), 91-104.
Liu, S. (2010). Effect of Supply Reliability in a Retail Setting with Joint Marketing and Inventory Decisions. Manufacturing and Service Operation Management, 12(1).
Lonier, T. (2015). Alchemy in Eden: Entrepreneurialism, Branding, and Food Marketing in the United States, 1880–1920. Enterprise & Society, 11(4), 695-708.
Lourencao. (2019). Development of sectoral brands with emphasis on structure and processes. Business Process Management Journal, 26(1), 24-58.
MalteBrettel. (2012). Corporate effectuation: Entrepreneurial action and its impact on R&D project performance. Journal of Business Venturing, 27(2), 167-184.
Melewar. (2012). Shaping the research agenda for corporate branding: avenues for future research. European Journal of Marketing, 46(5), 600-608.
Oechsle. (2002). Brands and Broadband —A Communications Opportunity. Corporate Reputation Review,, 5(2-3), 176-191.
Parsons, G. (2013). Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding. Journal of Fashion Marketing and Management, 17(4), 403-423.
Plantin, G. (2018). Marking to Market versus Taking to Market. AMERICAN ECONOMIC REVIEW, 108(8), 2246-2276.
Pomering, A. (2017). Communicating CSR Through Corporate Image Advertising. Handbook of Integrated CSR Communication , 171-190.
Rahman, M. (2019). Brand equity and firm performance: the complementary role of corporate social responsibility. Journal of Brand Management, 691–704.
Rindell. (2010). Corporate brand evolution: corporate brand images evolving in consumers' everyday life. European Business Review, 22(3), 276-286.
Shahri, M. H. (2011). THE EFFECTIVENESS OF CORPORATE BRANDING STRATEGY IN MULTI-BUSINESS COMPANIES. Australian Journal of Business and Management Research, 1(6), 51-59.
Straker. (2019). Designing value propositions: An exploration and extension of Sinek’s ‘Golden Circle’ model. Journal of Design, Business & Society, 5(1), 59-76.
SusanWhelan. (2010). Public sector corporate branding and customer orientation. Journal of Business Research, 63(11), 1164-1171.
White, B. (2012). The new enclosures: critical perspectives on corporate land deals. The Journal of Peasant Studies , 39(3-4), 619-647.
Yulihasri. (2011). Factors that Influence Customers’ Buying Intention on Shopping Online. International Journal of Marketing Studies, 3(1).
Copyright (c) 2022 International Journal of Scientific Research and Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
