Now days corporate branding is an emerging concept which is being adopted by many corporate in order to enhance their product or services image or even as a whole. We can define corporate branding as the carry out of using a company’s name as a product brand name. It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word “Disney” in the name of many of its products; other examples comprise IBM and Heinz. This strategy contrasts with individual product branding, where each product has a unique brand name and the corporate name is not promoted to the consumer.
Corporate branding can be able to result in important economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already recognizable with the name. However, this strategy may hinder the creation of distinct brand descriptions 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.
As we know corporate branding is not only limited to a specific mark or name. Branding can incorporate multiple touch points. These touch points include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the common public comes into contact with a specific brand constitutes a touch point that can affect perceptions of the corporate brand.
It has been disputed that triumphant 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.
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