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Brand Image and Corporate Identity Essay Example

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Brand Image and Corporate Identity

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Brand Image and Corporate Identity. Every product of a firm contains the brand name that acts as the marketing cornerstone. As such, marketers must ensure that the brand name is capable of attracting the target audience and also promote it aggressively so that it reigns in purchasing decisions made in the target market. Moreover, a brand name enhances the investors’ perception of the products of the firm and thus attracts investors, shareholders and creditors.The corporate identity of a firm represents the general or the overall way in which various persons or entities view a corporation (Ogden & Ogden 2014). The employees, customers, shareholders and other investors always have an opinion about the corporation that they are involved with.

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.

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preview essay on Brand Image and Corporate Identity
  • Pages: 3 (750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Masters
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