Amazines Free Article Archive
www.amazines.com - Tuesday, October 15, 2019
Read about the most recent changes and happenings at Amazines.com
Log into your account or register as a new author. Start submitting your articles right now!
Search our database for articles.
Subscribe to receive articles emailed straight to your email account. You may choose multiple categories.
View our newest articles submitted by our authors.
View our most top rated articles rated by our visitors.
* Please note that this is NOT the ARTICLE manager
Add a new EZINE, or manage your EZINE submission.
Add fresh, free web content to your site such as newest articles, web tools, and quotes with a single piece of code!
Home What's New? Submit/Manage Articles Latest Posts Top Rated Article Search
Google
Subscriptions Manage Ezines
CATEGORIES
 Article Archive
 Advertising (133313)
 Advice (160842)
 Affiliate Programs (34734)
 Art and Culture (73685)
 Automotive (145676)
 Blogs (75042)
 Boating (9840)
 Books (17122)
 Buddhism (4124)
 Business (1328453)
 Business News (426309)
 Business Opportunities (366260)
 Camping (10960)
 Career (72723)
 Christianity (15840)
 Collecting (11637)
 Communication (115054)
 Computers (241950)
 Construction (38995)
 Consumer (49679)
 Cooking (17061)
 Copywriting (6567)
 Crafts (18204)
 Cuisine (7538)
 Current Affairs (20384)
 Dating (45774)
 EBooks (19685)
 E-Commerce (48198)
 Education (185227)
 Electronics (83492)
 Email (6392)
 Entertainment (159829)
 Environment (28935)
 Ezine (3039)
 Ezine Publishing (5446)
 Ezine Sites (1550)
 Family & Parenting (110899)
 Fashion & Cosmetics (196387)
 Female Entrepreneurs (11842)
 Feng Shui (130)
 Finance & Investment (310266)
 Fitness (106049)
 Food & Beverages (62863)
 Free Web Resources (7937)
 Gambling (30224)
 Gardening (25103)
 Government (10512)
 Health (629450)
 Hinduism (2205)
 Hobbies (44033)
 Home Business (91553)
 Home Improvement (251337)
 Home Repair (46124)
 Humor (4819)
 Import - Export (5453)
 Insurance (45130)
 Interior Design (29545)
 International Property (3484)
 Internet (190980)
 Internet Marketing (146326)
 Investment (22824)
 Islam (1167)
 Judaism (1356)
 Law (80475)
 Link Popularity (4591)
 Manufacturing (20842)
 Marketing (98765)
 MLM (14136)
 Motivation (18212)
 Music (27001)
 New to the Internet (9479)
 Non-Profit Organizations (4048)
 Online Shopping (129614)
 Organizing (7803)
 Party Ideas (11855)
 Pets (38081)
 Poetry (2234)
 Press Release (12672)
 Public Speaking (5618)
 Publishing (7523)
 Quotes (2407)
 Real Estate (126613)
 Recreation & Leisure (95263)
 Relationships (87453)
 Research (16158)
 Sales (80317)
 Science & Technology (110203)
 Search Engines (23451)
 Self Improvement (153096)
 Seniors (6231)
 Sexuality (35942)
 Small Business (49283)
 Software (82994)
 Spiritual (23464)
 Sports (116077)
 Tax (7658)
 Telecommuting (34066)
 Travel & Tourism (307308)
 UK Property Investment (3118)
 Video Games (13427)
 Web Traffic (11726)
 Website Design (56812)
 Website Promotion (36563)
 World News (1000+)
 Writing (35764)
Author Spotlight
SHWETA SINGH

This article has been written by a verified author, Shweta Singh. She has been in the business of wr...more
RAJESH THAPALIYA

I am in Nepalest tourism industery working since 2000 as a trekking porter to the senior tour leader...more
CACEY TAYLOR

Im just a man who likes to be happy and see others happy. Im into home business, sports, family, and...more
SHOVON JOARDER

Shovon Joarder has been working as Freelance Marketing Project Manager for over four years. He also ...more
HANVEY HUANG

I'm a Chief Operated Officer from KIMKOO Mattress machinery.The pen is mightier than the sword.so I ...more


The value of having to hand a corporate brand by Innes Donaldson






The value of having to hand a corporate brand by
Article Posted: 11/02/2017
Article Views: 411
Articles Written: 1483
Word Count: 654
Article Votes: 0
AddThis Social Bookmark Button

The value of having to hand a corporate brand


 
Advice,Business,Consumer
A corporate brand is an intangible asset so it is difficult to copy as it is not a product from a production line. Corporate brand represents a logo or a slogan that is protected by laws, which are in place. Slogans or logos are more secure then the product it self as it is easy to copy a product but it is nearly impossible to copy a logo.

Corporate brand helps achieving the economies of scope, which means it is less costly for a firm to produce two separate products than for two specialized firms to produce them separately. For example Nike has a slogan of "Just Do It" across the globe and through its advertising Nike can promote its different products and services.

Due to advancement in technology and in communication world is becoming a small community. Consumers are more knowledgeable then ever. Globalisation is common between all the big organisations. Corporate brand is important for the globalise organisations to show that their core value is same wherever the product is.

Corporate branding is also very useful when organisations want to enter into a new market. This can be seen when Samsung entered into mobile communication market, Samsung did not have much experience in mobile market but their recent mobile model Samsung D500 has outclassed Nokia and Motorola's models. This is gain mainly through innovation but brand equity played its part as well. Samsung is brand which consumers can trust and is known for a time.

According to Balmer (2001) a corporate brand is seen as a rare entity due to brands unique pattern of development. Companies with corporate brands have competitive advantages over those that do not have corporate brand. The brand name, logo plays a vital role in awareness and it also provides the peace of mind to customers. Olins (2001) classed Manchester United and British Airways as organisations with corporate brands. Reason that these organisations have corporate brands is because that's how they presented their brands through marketing such as T.V advertising, Billboards and other marketing campaigns. These companies have spend millions of pounds on advertising to have a corporate brand, as organsiations with corporate brand believes that this will give them a competitive advantage. It can be stated by considering Olins statement that corporate brand is important for the organisations.

Davis suggests corporate brands are not required by some companies, for example those that may have a portfolio of brands such as Unilever and Proctor and Gamble, tends to use the branding of products rather than implementing a corporate brand. This issue of importance of having a corporate brand has not been taken by these major organisations in past for example surf is a product by Unilever. Unilever's general emphasis is on product branding as compare to one corporate brand. But the importance of a corporate brand has been explored on these big companies.

Balmer stated in his journal of general corporate branding management "Mighty proctor and gamble who traditionally espoused the idea that their brands should stand on their two own feet, have realised the importance of managing Proctor and Gamble as a brand. The company's chief executive decided that in the future the company would be presented as the ultimate corporate brand."

(Corporate branding and Connoisseurship by Balmer J.M.T Journal of management Vol 21 no 1 autumn 1995.)

From statements above it can be stated that corporate brand provides loyalty which means that consumers will only stick with one corporate brand and will not choose any other product. This can true in the case of products like Rolex or Mercedes but when it comes to ever day's essentials such as milk and bread corporate branding is in that important, as we will not travel an extra mile to get a Safeway milk. Many people will just go to a nearest corner shop or a service station to get a bottle of milk.

Related Articles - Brand, brands, branding, branding agency,







Email this Article to a Friend!

Receive Articles like this one direct to your email box!
Subscribe for free today!

 Rate This Article  
Completely useless, should be removed from directory.
Minimal useful information.
Decent and informative.
Great article, very informative and helpful.
A 'Must Read'.

 

Do you Agree or Disagree? Have a Comment? POST IT!

 Reader Opinions 
Submit your comments and they will be posted here.
Make this comment or to the Author only:
Name:
Email:
*Your email will NOT be posted. This is for administrative purposes only.
Comments: *Your Comments WILL be posted to the AUTHOR ONLY if you select PRIVATE and to this PUBLIC PAGE if you select PUBLIC, so write accordingly.
 
Please enter the code in the image:



 Author Login 
LOGIN
Register for Author Account

 

Advertiser Login

 

ADVERTISE HERE NOW!
   Limited Time $60 Offer!
   90  Days-1.5 Million Views  

 

Great Paranormal Romance


LAURA JEEVES

At LeadGenerators, we specialise in content-led Online Marketing Strategies for our clients in the t...more
STEPHEN BYE

Steve Bye is currently a fiction writer, who published his first novel, ‘Looking Forward Through The...more
STEVERT MCKENZIE

Stevert Mckenzie, Travel Enthusiast. ...more
GENE MYERS

Author of four books and two screenplays; frequent magazine contributor. I have four other books "in...more
SUSAN FRIESEN

Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media...more
TIM FAY

I am not a writer nor am I trying to become a writer. I am an average person with average intelligen...more
JOANNA MORGAN

Joanna Morgan has a huge passion for making money online from home and enjoys traveling around the w...more
JAMES OLEANDER

James Oleander is a professional writer on business and financial topics. He has published many arti...more
JASON NG

Jason Ng has a huge passion for the health and fitness industry as he strongly believes that having ...more
LANCE CHAPMAN

An experienced, resourceful and highly motivated IT professional, with a proven record of success in...more

HomeLinksAbout UsContact UsTerms of UsePrivacy PolicyFAQResources
Copyright © 2019, All rights reserved.
Some pages may contain portions of text relating to certain topics obtained from wikipedia.org under the GNU FDL license