CORPORATE BRANDING – AN EVOLVING CONCEPT

Journal Title: International Journal of Marketing and Technology - Year 2018, Vol 8, Issue 1

Abstract

Corporate branding basically represents a relatively simple idea, that the organization and everything it stands for is mobilized to interact with the stakeholders the organization wants to reach and engage them in dialogue. However, if one reflects on this perception, it becomes clear that corporate branding, due to its strategic, integrated and longitudinal foundation, is a deeply paradoxical concept. This may be the very reason why the first wave of corporate branding was driven by promises of changes to practice, rather than conceptual development. Corporate branding was translated into practice before the conceptual foundation was sufficiently clarified. Corporate branding processes were often initiated by top management. Despite this, responsibility for executing and maintaining the corporate brand, was often to the marketing function. Marketing naturally played an important role in communicating who the organization is and what it stands for. But by positioning corporate branding exclusively in the domain of marketing, the risk arose that corporate branding became anchored in a short-term and tactical focus.

Authors and Affiliations

Dr. K. Mahalakshmi

Keywords

Related Articles

FCU Need of today HR to control Fake Employees

In this paper we discuss that how loss of target of HR, and Sales is there by Enrollment of Fraud Employees (Specially Job Fraud).Job fraud refers to fraudulent or deceptive activity or representation on the part of an...

A STUDY OF ORGANISATIONAL DEVELOPMENT: EXPLORING THE IMPACT OF HIGH PERFORMING EMPLOYEES THROUGH JOB SATISFACTION

The purpose of this study was to understand the degree to which employees’ satisfaction with merger-induced organizational changes impact on their productivity and the merged-firm performance. This is because, the intr...

AN INQUIRY INTO THE BENEFICIAL EFFECT OF AGRO BASED INDUSTRIAL CO-OPERATIVE SOCIETY IN SALEM REGION

The launching of globalization process, erratic climatic conditions, unfavorable terms of trade, poor marketing conditions and mounting rural indebtedness have all contribute for distress situation in Indian Agricultur...

ECONOMIC VALUE ADDED (EVA) AND OTHER ACCOUNTING PERFORMANCE INDICATOR: AN EMPIRICAL ANALYSIS OF INDIAN AUTOMOBILE INDUSTRY

The growth of Indian capital market has increased the pressure on the companies to consistently perform better. Corporate performance is affected by various factors ranging from company specific, industry specific and...

Recapitalisation and Bank Performance: Evidence from Banks in Nigeria

This study examined the relationship between recapitalization and banks performance in Nigeria. In order achieve the objective of the study, a time series data was generated for 2000 to 2009 periods. The data was analy...

Download PDF file
  • EP ID EP19677
  • DOI -
  • Views 392
  • Downloads 20

How To Cite

Dr. K. Mahalakshmi (2018). CORPORATE BRANDING – AN EVOLVING CONCEPT. International Journal of Marketing and Technology, 8(1), -. https://europub.co.uk/articles/-A-19677