The use of a corporate brand as a master branding feature enhances its goals such as generating leverage, synergy and clarity. A corporate brand is one who stands on the name of the organization and has several other sub-brands in its brand portfolio. Particularly, a corporate brand has more potential in terms of rich heritage, assets and capabilities, people, value & apriorities, a wide frame of reference either local or global, citizenship programs or performance records.
In a good will of any organization its values and priorities play vital role in order to be successful. That’s why many organizations around the globe have their organizational values and priorities and defined them as their competitive tools as well. More famous among them are a few such as Quality, Innovation, and concerns of customers.
A corporate brand is a bit more helpful in branding strategies than other factors as it has several benefits over others like a corporate brand has different image and association which is obviously no match with every other product or service of the organization but in order to use corporate branding it will have to make some similarities to develop some common things to relate them on a point. This technique is also very supportive when a brand has going to niche its product line according to a special customer group related to its style, personality, education, income level and social class.
Secondly, a corporate brand can promote organizational citizenship programs in a more effective and efficient way that provide a new energy to old brands of firm & care of launching brands. Thirdly, credibility is a factor which is strongly attached to a corporate brand. Its human psychology that believability & trustworthiness is directly associated with a well-liked & expert. But to develop a corporate brand its organization who convey it not only through the products of an organization but also from its mission, goals, and values to its customers as well as employees.
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