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Corporate Branding - Branding Strategy Insider

Corporate branding is a strong tool for re-aligning a corporate strategy and ensures that the corporation – big or small – is leveraging adequately on the untapped internal and external resources. The corporate brand is the face of the business strategy and promises what all stakeholders should expect from the corporation.
Are Corporate Brands Dead?

Recently Jan Rijkenberg raised some interesting points in an article in which he questioned the importance, indeed the relevance, of underpinning individual brands with the identities of their corporate owners. It does brands no favors, he suggests, to collectivize them as part of the bigger entity. In so doing, he maintains, they lose their individuality and therefore their specific appeal. It’s a well-argued and reasonable case that cautions against big picture corporate brands overshadowing their...

10 Steps To Successful Corporate Branding

Corporate branding is a strong tool for re-aligning a corporate strategy and ensures that the corporation – big or small – is leveraging adequately on the un-tapped internal and external resources. There are 10 crucial steps on the way to a successful corporate branding strategy, and they can serve as a useful guide for any corporate branding project.

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