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- Corporate_branding abstract "Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. It should also be noted that while corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation. The ways in which corporate brands and other brands interact is known as the corporate brand architecture.Corporate branding affects multiple stakeholders (e.g., employees, investors) and impacts many aspects of companies such as the evaluation of their product and services, corporate identity and culture, sponsorship, employment applications, brand extensions (see study Fetscherin and Usunier, 2012). It therefore can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics.Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touchpoints. These touchpoints include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand.It has been argued that successful corporate branding often stems from a strong coherence between what the company’s top management seek to accomplish (their strategic vision), what the company’s employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, may indicate an underperforming corporate brand. This type of corporate brand analysis has been labeled the Vision-Culture-Image (VCI) Alignment Model.Changes in stakeholder expectations are causing an increasing number of corporations to integrate marketing, communications and corporate social responsibility into corporate branding. This trend is evident in campaigns such as IBM Smarter Planet, G.E. Ecomagination, The Coca-Cola Company Live Positively, and DOW Human Element. As never before, people care about the corporation behind the product. They do not separate their opinions about the company from their opinions of that company's products or services. This blending of corporate and product/service opinions is due to increasing corporate transparency, which gives stakeholders a deeper, clearer view into a corporation's actual behavior and actual performance. Transparency is, in part, a byproduct of the digital revolution, which has enabled stakeholders—employees, retirees, customers, business partners, supply chain partners, investors, neighbors—with the ability to share opinion about corporations via social media.".
- Corporate_branding wikiPageExternalLink journals.htm?articleid=17014273.
- Corporate_branding wikiPageID "240666".
- Corporate_branding wikiPageLength "5149".
- Corporate_branding wikiPageOutDegree "34".
- Corporate_branding wikiPageRevisionID "637927568".
- Corporate_branding wikiPageWikiLink Advertising.
- Corporate_branding wikiPageWikiLink Brand.
- Corporate_branding wikiPageWikiLink Brand_architecture.
- Corporate_branding wikiPageWikiLink Brand_management.
- Corporate_branding wikiPageWikiLink Brand_orientation.
- Corporate_branding wikiPageWikiLink Category:Types_of_branding.
- Corporate_branding wikiPageWikiLink Communication.
- Corporate_branding wikiPageWikiLink Communications.
- Corporate_branding wikiPageWikiLink Corporate_social_responsibility.
- Corporate_branding wikiPageWikiLink Corporation.
- Corporate_branding wikiPageWikiLink Customer_service.
- Corporate_branding wikiPageWikiLink Digital_Revolution.
- Corporate_branding wikiPageWikiLink Digital_revolution.
- Corporate_branding wikiPageWikiLink Dow_Chemical_Company.
- Corporate_branding wikiPageWikiLink Economies_of_scope.
- Corporate_branding wikiPageWikiLink Employer_branding.
- Corporate_branding wikiPageWikiLink Family_branding.
- Corporate_branding wikiPageWikiLink G.E..
- Corporate_branding wikiPageWikiLink General_Electric.
- Corporate_branding wikiPageWikiLink IBM.
- Corporate_branding wikiPageWikiLink Individual_branding.
- Corporate_branding wikiPageWikiLink Logo.
- Corporate_branding wikiPageWikiLink Marketing.
- Corporate_branding wikiPageWikiLink New_Product_Development.
- Corporate_branding wikiPageWikiLink New_product_development.
- Corporate_branding wikiPageWikiLink Organizational_culture.
- Corporate_branding wikiPageWikiLink Packaging.
- Corporate_branding wikiPageWikiLink Packaging_and_labeling.
- Corporate_branding wikiPageWikiLink Positioning_(marketing).
- Corporate_branding wikiPageWikiLink Social_media.
- Corporate_branding wikiPageWikiLink Stationery.
- Corporate_branding wikiPageWikiLink The_Coca-Cola_Company.
- Corporate_branding wikiPageWikiLink Touchpoint.
- Corporate_branding wikiPageWikiLink Trademark.
- Corporate_branding wikiPageWikiLink Umbrella_brand.
- Corporate_branding wikiPageWikiLinkText "Corporate brand".
- Corporate_branding wikiPageWikiLinkText "Corporate branding".
- Corporate_branding wikiPageWikiLinkText "branding".
- Corporate_branding wikiPageWikiLinkText "corporate brand".
- Corporate_branding wikiPageWikiLinkText "corporate branding".
- Corporate_branding hasPhotoCollection Corporate_branding.
- Corporate_branding wikiPageUsesTemplate Template:Div_col.
- Corporate_branding wikiPageUsesTemplate Template:Div_col_end.
- Corporate_branding wikiPageUsesTemplate Template:Further.
- Corporate_branding wikiPageUsesTemplate Template:Marketing.
- Corporate_branding wikiPageUsesTemplate Template:One_source.
- Corporate_branding subject Category:Types_of_branding.
- Corporate_branding type Article.
- Corporate_branding type Article.
- Corporate_branding comment "Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader.".
- Corporate_branding label "Corporate branding".
- Corporate_branding sameAs Corporate_branding.
- Corporate_branding sameAs Unternehmensmarke.
- Corporate_branding sameAs Branding_korporacyjny.
- Corporate_branding sameAs m.01jxwr.
- Corporate_branding sameAs Q1134689.
- Corporate_branding sameAs Q1134689.
- Corporate_branding wasDerivedFrom Corporate_branding?oldid=637927568.
- Corporate_branding isPrimaryTopicOf Corporate_branding.