REPRESENTING…..

BY:-NIKITA NARANG SURBHI JAIN

CORPORATEBRANDING…..PAISA-POWER-POLITICS

CORPORATE BRANDING

A NEW GLOBAL TREND…

A Product Of Millions Of Experiences That A Company Creates

CORPORATE BRANDING

A BY-PRODUCT

AD CAMPAIGN

LOGO OR

A SLOGAN

NOOOO

CORPORATE BRANDING

“Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition.”

Corporate branding ka fayda kya??

A TYPICAL QUESTION IN ONE’S MIND….

IMPORTANCE OF CORPORATE BRANDING

It facilitates easy entry.

Gains customer confidence and adds value to the market offering.

Cut down advertising cost.

The founder & Chairman of Sony, late Akio Morita, says that ,the company name is the life of an Enterprise.

It is expensive to build multiple brands

IMPORTANCE OF CORPORATE BRANDING

Unilever Product Logo

PROCESS OF CORPORATE BRANDING

• Are built over time

Step 1 •Discovery

Step 2 •Strategy Formulation

Step 3 •Communication

Step 4 •Management

PROCESS OF CORPORATE BRANDING

1. DISCOVERY PROCESS

Define the target market Example: Johnson and Johnson.

PROCESS OF CORPORATE BRANDING

1. DISCOVERY PROCESS2. STRATEGY

Strategy-Differentiated its products on the basis of technology

-LG Electronics India Pvt.Ltd.

PROCESS OF CORPORATE BRANDING

1. DISCOVERY PROCESS2. STRATEGY3. COMMUNICATION

• To communicate the presence in the market

Eg:Mistubishi Outlander

PROCESS OF CORPORATE BRANDING

1. DISCOVERY PROCESS2. STRATEGY3. COMMUNICATION4. MANAGEMENT

“Hire on attitudes”- JKPM.

LIMITATIONS OF CORPORATE BRANDING

The corporate-centric model of building brand has obvious advantages, but it has some inherent dangers also.

If the brand image is not consistently managed it may result in the loss of its value.

Easy entry but does not ensures success.

CORPORATE BRANDING

SAIF ALI KHAN

AMRITA SINGH

ROZA

KAREENA KAPOOR

PRODUCT BRANDINGMARRIAGE BEAREAU

SHARUKH KHAN

ABHISHEKH BACHAN

SAIF ALI KHAN

JOHN ABRAHAM

GAURI KHAN

AISHWARYA

KAREENA

BIPASHA

CONCLUSION

Corporate Brand should be managed as any other long term asset.

Its role never disappears,& remains the standard which the company upholds.

Bottled water BISLERY

Chocolate CADBURY

Coffee NESCAFE