It is thus upon the communications department to manage these perceptions. Corporate identity of a firm is closely related to the sales of the firm and thus is a serious marketing element. Corporate identity is manifested through a unique corporate culture that is defined by specific ways of handling various activities and processes.Corporate identity creates a sense of ownership among all stakeholders. It acts as an assurance that all the actors abide and respect a corporation’s code of values, culture and the overall philosophy that guides the day to day activities of the corporation. In this regard, a corporate identity forms bridge between the firm’s internal core and external aspects to create a stable bond that enhances the prospects of the firm. It answers questions about identity ‘who are we?’ and defines the corporation aim ‘our goal.’ A corporate identity is boosted by other factors such as corporate social responsibility (CSR) and ethical issues.An effective corporate identity must be backed by a strong brand. A corporate image greatly affects the positive or negative response towards a brand (Leitch & Davenport 2011). People often buy products or brands from companies that they have a favorable opinion. This implies that a company must firm streamline its corporate identity before it can successfully support a strong brand. A strong positive perception of a firm improves the response of the customers towards purchasing its brands. In other words, brand name and corporate identity are two most important marketing areas that must be considered before introducing a product to the market.From the above discussion, it can be concluded that even though brand name and corporate identity are two. Brand Image and Corporate Identity.
Berens, G., Riel, C. B. V., & Bruggen, G. H. V. (2005). Corporate associations and consumer product responses: the moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35-48.
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Leitch, S., & Davenport, S. (2011). Corporate identity as an enabler and constraint on the pursuit of corporate objectives. European Journal of Marketing, 45(9/10), 1501-1520.
Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. San Diego, CA: Bridgepoint Education, Inc.
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