CORPORATE BRANDING
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Transcript of CORPORATE BRANDING
REPRESENTING…..
BY:-NIKITA NARANG SURBHI JAIN
CORPORATEBRANDING…..PAISA-POWER-POLITICS
CORPORATE BRANDING
A NEW GLOBAL TREND…
A Product Of Millions Of Experiences That A Company Creates
CORPORATE BRANDING
A BY-PRODUCT
AD CAMPAIGN
LOGO OR
A SLOGAN
NOOOO
CORPORATE BRANDING
“Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition.”
Corporate branding ka fayda kya??
A TYPICAL QUESTION IN ONE’S MIND….
IMPORTANCE OF CORPORATE BRANDING
It facilitates easy entry.
Gains customer confidence and adds value to the market offering.
Cut down advertising cost.
The founder & Chairman of Sony, late Akio Morita, says that ,the company name is the life of an Enterprise.
It is expensive to build multiple brands
IMPORTANCE OF CORPORATE BRANDING
Unilever Product Logo
PROCESS OF CORPORATE BRANDING
• Are built over time
Step 1 •Discovery
Step 2 •Strategy Formulation
Step 3 •Communication
Step 4 •Management
PROCESS OF CORPORATE BRANDING
1. DISCOVERY PROCESS
Define the target market Example: Johnson and Johnson.
PROCESS OF CORPORATE BRANDING
1. DISCOVERY PROCESS2. STRATEGY
Strategy-Differentiated its products on the basis of technology
-LG Electronics India Pvt.Ltd.
PROCESS OF CORPORATE BRANDING
1. DISCOVERY PROCESS2. STRATEGY3. COMMUNICATION
• To communicate the presence in the market
Eg:Mistubishi Outlander
PROCESS OF CORPORATE BRANDING
1. DISCOVERY PROCESS2. STRATEGY3. COMMUNICATION4. MANAGEMENT
“Hire on attitudes”- JKPM.
LIMITATIONS OF CORPORATE BRANDING
The corporate-centric model of building brand has obvious advantages, but it has some inherent dangers also.
If the brand image is not consistently managed it may result in the loss of its value.
Easy entry but does not ensures success.
CORPORATE BRANDING
SAIF ALI KHAN
AMRITA SINGH
ROZA
KAREENA KAPOOR
PRODUCT BRANDINGMARRIAGE BEAREAU
SHARUKH KHAN
ABHISHEKH BACHAN
SAIF ALI KHAN
JOHN ABRAHAM
GAURI KHAN
AISHWARYA
KAREENA
BIPASHA
CONCLUSION
Corporate Brand should be managed as any other long term asset.
Its role never disappears,& remains the standard which the company upholds.
Bottled water BISLERY
Chocolate CADBURY
Coffee NESCAFE