Differentiating and communicating your crop unique value to your slice of the global marketplace is becoming more difficult and luxurious every day. And with the rising costs of R&D and development needed to create products that really do offer something exclusive and different, just one expensive, ineffective branding or marketing campaign can mean death. But there is a way for company to stack the deck in their favor--have a very strong corporate brand.
Strong Corporate Branding can empower any product that company puts out with instant reputation and value that make a distinction it in ways that simply can't be reproduced with a product-focused marketing campaign. It's much like how a family's standing can go before that of an individual family part, resulting in very real preconception and prejudices about that person. In fact, the true nature of the personality may prove insignificant if his family's status is strong enough. nation will already have their mind made up about him, good or bad, before they ever meet him.
Just as a family unit tries to create and protect a good name, every hard-working corporation should create and protect a favorable corporate brand. The tools for doing so are the same as those used in product brand, but the work transcends the corporate hierarchy into the boardroom where issues like relations with shareholders, media, competitors, government and many others turn into part of the strategy. Not astonishingly, an effective corporate branding strategy requires significant effort from the CEO and junior management.
Some companies with terrific corporate brands include Microsoft, Intel, Singapore Airlines, Disney, CNN, Samsung and Mercedes-Benz. When your business has a brand like these, mergers and acquisition are also smoother as was the case with financial powerhouses HSBC and Citibank's vast number of acquisitions in recent years. ultimately, the brand equities of the banks these two behemoths took over were fully absorbed by HSBC and Citibank. This kind of brand strength takes a long time to establish and a great deal of research and tracking to see through to prime of life, but it's not as difficult as it sounds. Today's brand research tools are very sophisticated, yet very easy to use.
A strong corporate brand not only gives personality and value to a company's products. It's also a manifestation of the company's vision, values, and culture. HSBC, for instance, portrays itself as a large, powerful bank, but one concerned with lives of regular people. It's a universal image they project throughout the world with the help of the tagline, "The world's local bank."
Effective corporate branding can also empower and direct the further development of an already large brand portfolio. Such is the case with Proctor & Gamble (P&G). P&G markets many different brands under its umbrella, but its corporate brand is quite unique in that its very much rooted in sincere promise to and respect for the individual purposes, visions and values.
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