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The six conventions of corporate branding
Transcript of The six conventions of corporate branding
The main difference is interaction with the organization, stakeholders which care about the intangibles and the product itself and the Social Responsibility Concept of Product Brand The six conventions of corporate branding Jiwon Han
Jong Woon Kim
Young Gyu Seo This concept can be tracked back to product marketing
So we can assume a brand is…
The process of product branding is characterized of layers of added value built around the product Fifth convention:
Brand continuity – driving the brand deeper into the organization Confusion, convergence, and conflict Align the relevant business processes with the corporate brand.
Identify he processes associated with the value delivery.
Discuss the level of alignment with the corporate brand
Identify the areas where these processes required adjustment or improvement.
Brand managers include changes in communications and the business processes engaged in value delivery.
In order to ensure continuity with the corporate brand proposition. Demand on transparency and accountability of the of the organization´s policies and practices. Conclusions Offer a new diagnostic approach to the management & development Helps bridge gap between conceptual modeling and operational interpretation Convergence The stronger the Corporate Brand is to the product, the better.
In 2000 the most valuable brands 19 out of 20 had the same corporate brand as well as product. The second convergence is to create value not only for stakeholder´s More holistic definition: visual, verbal, behavioral expression of an organization’s unique business model Limitations Teams in the process of change Suggestions Allocate responsibility and authority to one director or partner
Establish a senior corporate brand management team
Use the 6 conventions individually What is “convention”? Prevalence of certain accepted practices,
Which offer a constraining influence.
Practical guidelines for managing the corporate brand Need for corporate branding practices 1. Multidisciplinary
2. Combining elements of strategy
3. Corporate communications and culture First convention:
brand context-setting the co-ordinates Corporate branding is the interplay of three variables
: Vision, Culture and Image
=Context for corporate branding The context of corporate brand management
Fix the ‘co-ordinates’ of their current situation
Help guide thinking on future scenarios The development of a competitive context builds understanding across two dimensions:
The current image of the organization and its future competition
The current culture of the organization and its vision for the future Second convention:
brand construction-the corporate
brand positioning framework Four-stage positioning framework 1.- Organisation attributes:
Purpose-what an organisation exists to do
Commitments-what`s important to an organisation
Values-what guides an organisations actions 2.- Performance benefits
Products-what an organisation does
Services-how an organisation delivers 3.- Portfolio benefits
Product Brands-the outward faces of the organisation
Customers-who the organisation serves 4.- Network benefits
Contacts-network of contacts used by the organisation
Mechanisms-informal and formal mechanisms that drive the network Third convention
Brand conformation After brand construction, company should articulate the corporate brand proposition
It is called as the development of a series of agreed statements
It should be conducted in an iterative style via a series of small working groups
The development of a series of brand statements enabled the management teams to create a fuller definition of the corporate brand An organization needs to divide its channels of stakeholder communications according to their levels of formality
For example : email, bulletin boards
Developing consistent corporate communications is really important for the success of brand Fourth convention
Brand consistency Final stage on corporate brand management:
The ability of an organization to review its corporate brand in a continuous basis.
Need for regular auditing through its cycle of development and renewal.
Check on the brand's condition for relevance and distinctiveness at regular intervals.
This creates a dynamic situation where corporate brand benefits are actively managed to align with the customer value hierarchy.
Monitoring for relevance and distinctiveness Managers need not only to communicate key porpositions,
They have to ensure that these communication are reinforced by organizations behaviors and processes which deliver customer value.