home Self-development Corporate branding. Encyclopedia of Marketing What is the basis of a corporate brand

Corporate branding. Encyclopedia of Marketing What is the basis of a corporate brand

Corporate brands

Corporate brands, or master brands, usually encompass all of a company's products or services. The corporate brand has strong ties to the parent organization, benefiting from positive associations with it. Figuratively speaking, the corporate brand serves as a kind of umbrella and embodies the corporate vision, values, identity and image, as well as many other parameters. It helps build brand equity for a range of individual or sub-brands.

The industrial marketing environment is changing so rapidly and unevenly that corporate brands provide companies with a special opportunity to create something permanent and sustainable. In a constantly changing environment, it usually does not make sense to create a large number of individual brands or brands of product families. In many industries life cycle goods are getting shorter and shorter. Strong corporate brands facilitate the process of introducing new products to different markets within a short period of time.

Another an important factor, speaking in favor of the use of corporate brands in the field industrial use, is the global coverage of this strategy. With increasing global competition, industrial companies must use global strategies. Individual brands are difficult to bring to the international level: as a rule, they are limited by language barriers and cultural differences.

Successful corporate brand management is based on the corporate identity of the company and is directly dependent on the various needs of those target audiences that are associated with it. Strong corporate brands are characterized by that clear, distinctive and solid image that exists in the minds of target audiences.

So, one of the main goals of corporate brand management is to create a clear, consistent and unique image of the company and its corporate brand among all target groups. The value of a clear and distinct brand image is further enhanced by the positive attitude of shareholders towards the purchase of shares. The greater the clarity of the brand image, the greater the receptivity of shareholders. Usage corporate brand requires careful consideration, as it has a significant impact on improving the company's performance. Corporate brands contribute to the overall goal of ensuring the growth of the company.

Because a corporate brand creates a sense of permanence, it greatly reduces the risk inherent in a complex buying process. The positive image and good reputation associated with a corporate brand also reduces the complexity of the product, which is especially important when gaining experience from using products that can only be tested after the purchase is made. Industrial companies can greatly benefit from the entrepreneurial expertise and commercial opportunities that a strong corporate brand extends to all aspects of their operations. In addition, being a reflection of the entire company, it is more connected to its future, while individual brands can come and go through certain time. If the corporate brand disappears, there is a high probability that the company will also fail. The corporate name of a company cannot automatically become a corporate brand. Moreover, it is important to clearly define corporate values, as well as future aspirations and expectations, and incorporate them into the brand. There are a number of benefits to using a corporate brand strategy compared to other branding options. The positive image of a strong corporate brand can increase the credibility of everything that is offered under the name of this brand. This face corporate strategy business, reflecting what the company represents in the market. It is much easier to go global with a corporate brand than with a portfolio of specialized individual brands.

New products and services can particularly benefit from well-established master brands because they can rely on the values associated with them. However, it is not only new products that can benefit from synergies, but all Marketing communications related to this strategy. Brand investment, time and resources are used more efficiently, saving money spent on brand building, advertising and distribution. Often these cost efficiencies can be significant, especially when compared to using a multi-brand strategy. Even a combined strategy that includes corporate and product branding can reduce marketing and advertising costs, allowing a company to capitalize on the synergies inherent in a new and more concentrated brand architecture.

Consistent use of the same brand further increases awareness by making it easier to distribute its offerings to different target groups.

Product family brands

The brand strategy for a family of products involves the use of the same trademark for two or more related or similar products included in the same product line or group. As a rule, they are not related to the company that sells them.

The main difference from the corporate brand strategy is that a company using this option can have several brands of product families in its portfolio, while a corporate brand is just an umbrella brand used to cover all the goods and services sold by the company. . An important prerequisite for the successful implementation of product family branding is the appropriate similarity and consistency of all products and services belonging to the same line. This means a similar quality standard, the same scope and a consistent marketing strategy (pricing, positioning, etc.).

Nowadays, many product family brands tend to overstep the boundaries of well-defined product lines. In this regard, it makes sense to divide the classic family brand strategy into a product line brand strategy and an assortment brand strategy. Product family brands are common in the consumer arena.

Most of the brands in this category were not launched into the market as product family brands, but evolved into them over time through brand extensions. In today's highly competitive marketplace, well-established brands are constantly under attack. As competition grows and the costs of introducing new products and services rise, competitors are tempted to imitate well-known brands and their distinctive features in order to capitalize on the reputation of successful brands and gain quick market entry.

It is much easier to introduce new products or services under an already established and recognizable brand than to build an individual brand from scratch. Another advantage of the brands under consideration is the cost-effective distribution of investment in the brand over several products. All products in the product line can benefit from the positive synergies associated with the brand. However, as with a corporate brand strategy, this effect can be negative if one product or service fails. A bad reputation for a product sold under a family brand name can have the side effect of severely negatively impacting all other products offered under that brand name. A similar negative impact can also occur if not all products and services under the same family brand are consistent with each other in terms of quality or price.

Positioning options for each product are extremely limited. Thus, product family brands tend to be only suitable for less complex and diversified companies. Compared to other branding options, this approach is less valuable and less practical. The corporate brand reflects values such as reliability, quality, capability, and competence better than a product family brand.

Individual brands

Using an individual brand strategy means selling each product or service under its own distinct brand name. In this case, there is no connection to the company that owns or sells them. The individual brand strategy aims to create clear, unique and distinctive distinctive features a brand that is specifically associated with the product or service it represents. A product-specific profile contributes to brand capitalization by effectively targeting customers. In this way, each product gets its own distinct brand name, which becomes one of its main advantages when compared to other branding strategies. Another huge advantage of individual brands is that they can remain virtually unscathed when their corporate parents get into trouble. This avoids, to some extent, the transfer of any kind of bad reputation.

The company gets the opportunity to create a variety of platforms for growth based on their brands. Building brands requires significant investment, so managing a portfolio of individual brands cannot be considered the highest degree cost-effective. The high cost of branding a single product can usually only be amortized if its life cycle is long enough. Therefore, it is necessary to carefully check and evaluate the possibility of creating individual brands for industrial goods, which are generally characterized by a short life cycle. The wide variety of brands also weakens the susceptibility of buyers, who are faced with an overabundance of information about all brands. Companies using this strategy are more vulnerable in times of crisis.

The best potential basis for a successful individual brand is new and highly innovative products or services that represent a unique trade offer(USP). Any company should be especially careful about the number of product brands it has: the rapid increase in their number ends up with either no value or bleeds the corporate brand. In most cases, the brand must necessarily be the one that matters and be supported by product brands.

Premium brands

Premium brands are typically characterized by high-quality materials, exclusive design, first-class workmanship and high price(obtaining the maximum premium price). The implementation of such a high-class and high-quality positioning is extremely expensive, since all communication and distribution channels must comply with the above requirements.

Classic brands

A classic brand is a core product or service with additional features attached to it. characteristic features that distinguish them from other similar offerings. They tend to represent what we all mean by "brand". These brands are an effective and efficient means of communicating the benefits and value of a product or service. They help identify products, services and companies and differentiate them from competitors. Classic brands are able to reach a much broader target group than premium brands and can become indicators of consumer confidence. To be successful, they must be coherent, consistent and relevant to the respective target group.

National brands

Just a few years ago, there were many small national companies that offer their goods and services exclusively in domestic markets. The obvious branding strategy, if there was one at all, was to create a national brand. As the name implies, such a brand is specifically designed for use in local conditions. Accordingly, this does not imply any linguistic or cultural problems. The growing competitive pressure generated by companies around the world makes it much more difficult to maintain purely national brands. Also, using a single brand within only one limited geographic region can be costly. If a company plans to internationalize and sell its products and services internationally, it will be very difficult, if not impossible, to adapt the national brand to the new requirements.

International brands

Over the past decades, companies have constantly faced new and complex challenges. One is the development of hyper-competitive markets that transcend geographic and cultural barriers. If a company wants to survive, it is no longer enough for it to compete only in the domestic market. As noted earlier, business markets are primarily concerned with functionality and performance. Consequently, local differences in manufactured goods and services are largely irrelevant to them, if they notice them at all.

Market offerings for business markets require much less customization to sell overseas. This contributes to the emergence of international and even global brands. Constant change and the emergence of new trends continue to break down the barriers of geographic distance.

The use of global branding is beneficial for companies: it reduces marketing costs, achieves significant economies of scale, and provides a long-term source of growth. However, everything that looks too good, as a rule, hides some kind of catch.

Any brand that is sold in at least two different countries may be called international. But not everything is so simple. For companies that want to internationalize and are looking for the right branding strategy to go international, there are several options for doing so.

The implementation of any of these strategies is associated with certain difficulties. Changing conditions and expanding market boundaries require constant adaptation. The branding strategy with the most potential is a strong corporate brand combined with multiple product brands.

When strategically combined, a corporate brand and a product brand can benefit each other and lead to better results.

We offer a full range of corporate branding services. If you have questions or are looking for a contractor, call the office +7-495-961-70-69 or directly to your mobile phone +7-903-124-76-21. You can send a brief to.

A successful business strategy starts with the development of corporate branding. Modern companies, regardless of their size, from small businesses to international corporations, consider this stage as the basis of strategic marketing.

The Role of Corporate Branding

Every brand, in every industry, has an intangible asset, let's call it an image. The task of the company's management is to maximize the estimated share of the brand image in the total value of the company.

Corporate branding is directly responsible for the comprehensive development and implementation of a brand image strategy.

Branding agency IQBrand has been developing corporate branding for over 10 years. During this time, we have created and reconstructed dozens of leading brands and trademarks in various sectors of the Russian economy.

Corporate branding services

Our experience in launching federal brands has allowed us to develop own technologies expert level.

Work on corporate branding is divided into several key stages. The depth of study of individual stages may vary, but their sequence is always preserved.

Order the development of corporate branding

When should you start building your brand image? - At the beginning.

Do you want to become an industry leader, whether you legal services or engineering? — Then you should understand the importance of developing a strong brand.

A strong and holistic brand is the basis for building loyal relationships with the target audience and strengthening the company's competitiveness.

With rich experience in developing brand strategies in diverse industries, IQBrand encourages all of its clients to put the task of strengthening the brand at the forefront of the company's development.

To order corporate branding development services, please contact us at +7-495-961-70-69 or leave a request.

Definition and functions of a corporate brand

Corporate brand - in the aggregate, it is an image that has developed in the minds of the main target audiences, stable associations that personify the corporation and its activities.

The image for each target audience will be its own, special, since the wishes and interests of the target audience are also unique and individual. Therefore, it is important to learn the "language" with which you can establish stable contact and beneficial relationships with the consumer.

When forming a corporate image, it is important to know who to focus on, to know the portrait (interests and values of the consumer). It is necessary to maintain a balance in work, distribute efforts and prioritize depending on the goals and objectives of the business, as well as the mission, principles, values, competitors - which is expressed in the whole development strategy of the company.

A well-built corporate brand creates a positive attitude towards the company of the main target audience, which has an important impact on the development of the company. Of course, the number of audiences is directly proportional to the specifics and size of the company (field of activity).

For a more detailed study of a corporate brand, it is important to remember its components, which are the basis of a strong corporate image.

A corporate brand consists of three elements that need to be correctly formulated and conveyed to the key target audience (including using PR tools)

Components of a corporate brand

The main components with which the company builds its activities: mission, visions, values, structure, management, history of the corporation, strategy of the corporation.

A visual image is formed using visual components, as well as graphic attributes. For example: logo, form style, corporate documentation design, website, etc.

Procedures are the prescribed rules and principles of interaction between the corporation and the main stakeholders (in fact, the policy of interaction).

*Stakeholders - physical. a person or organization that has rights, stakes, claims, or interests in a system or its features that meet their needs and expectations.

Communications is a tool for forming and managing a corporate image and corporate reputation.

The role of the main components in the development of the company and the formation of a stable image:

Strategic components are the basis of the brand;

Visual Components -- appearance brand;

Procedures -- corporate interaction policy;

Communication -- conveying benefits, building and managing a corporate image and corporate reputation.

Strategic Components

Mission (For whom are we doing and what?)

Vision (How to realize this mission? Aspiration? What is the future?)

Values/policy (What are we guided by? What values?)

Structure of the corporation (Scope? What is each part of the corporation responsible for?)

Corporate management (What are we? Management?)

History of development (How did it all start?)

Strategy / plans for the future (What are the plans?)

Corporate and Social responsibility(What benefits do representatives of target audiences receive from our activities?)

The last component of a corporate brand, as a rule, reveals the real "face" of the company. Also, a lot of research indicates that buyer/representative relationships are definitely dependent on focused corporate and social responsibility.

Let's say a company creates exceptionally high-quality non-GMO products (for customers):

technologies are being improved to minimize the harm caused environment(for general org.)
- tens of thousands of citizens find work thanks to the company, as well as state. the budget increases (for public authorities)
- Decent working conditions, excellent social package(for staff, trade unions, etc.)

Formulations directly from the goals of the company, the interests of the target audience, as well as the real state of affairs. Such statements must be implemented.

And the publication of the annual report, periodic corporate press can be a confirmation of all of the above.

In the process of development, the corporate brand is integrated into all components of modern business.

A corporate brand can form and express the benefits of the company's activities for each audience, involve it in the process of achieving the goals and objectives of the business, move competitors, and achieve respect. And all because the corporate brand forms and conveys the company's philosophy, strategy to all target audiences, creates a strong core, including shareholders, management, staff, customers, partners and the state.

Brand Attributes

For a more successful formation of a corporate image and its development, it is important to develop a strong brand identification, thanks to which the representatives of the target audience will remember, associate the name, and associate emotions much faster when interacting with the company.

Corporate identity is a kind of "button" in the subconscious of the buyer. When a consumer sees a unique corporate identity, this button is triggered and a certain impression is formed about this company and what this company does.

It is logical to assume that if the identification is weak, then the set of associations with the company will be incomplete and unclear. It is worth noting that the presence of an interesting brand identification simplifies the work of managing a corporate brand at the communication level.

Brand all over

To build a successful corporate brand, it is important to follow the developed image and prescribed instructions / statements (mission, values, informational occasions, etc.) If a company claims the high quality of its products, then the quality must correspond to the statement, otherwise a discrepancy with reality can cause great damage to the company ( relationship with the consumer: the buyer may lose confidence and will use products from competitors).

Work on describing the processes and activities (within brand building) that support the corporate brand should be carried out for each stakeholder group.

Brand communications play a major role in creating and maintaining the desired corporate brand image and positive corporate reputation at the exit.

This is how the necessary corporate image is formed and, as a result, the necessary attitude and behavior.

A corporate brand is not needed by companies that have not exhausted their extensive growth reserves and are not interested in improving business efficiency, its market value through the growth of intangible assets. It is also useless in cases where the company does not have a stable staff, there are no permanent partners and customers, and does not want to correct the situation.

The development of a corporate brand is a truly important contribution to a sustainable future. Not only a positive image is formed, but also a reputation is maintained. However, the corporate brand requires constant monitoring, as well as Good work among senior management and specialists.

1.2 Features of the use of PR tools in the process of promoting the brand of organizations in the process of promoting the brand of organizations

Taken together, PR is a system of measures to influence a wide audience that has no defined boundaries. the main task PR is about building consumer confidence.

The main goal of public-relations is to create an atmosphere of trust between an individual and a group, a group and society as a whole, as well as providing information influence on society as a whole. A constant improvement of external and internal communications the company is his immediate task.

To date, a huge bank of PR tools has been accumulated, tested and formed by experience. It is constantly replenished with new and new tools and forms of influence, in parallel with technical, social and economic development society. Information progress provides an opportunity for new types of advertising, gives rise to new ways within public communications, and most importantly, constantly improves and creates new ways of transmitting and disseminating information.

But the main, PR tools are quite easy to highlight:

Organization of various kinds of events:

Exhibitions, seminars, competitions, forums and presentations

Pr on the Internet

One of the largest and most fertile grounds for public relations. Publication of news, packs, press releases and any other information about the company on the home site and on third-party thematic sites.

One of the relatively young, but insanely effective tools. Participation in forums, creation and maintenance of groups in various social networks, obligatory duplication there news feeds companies, direct interaction with the audience through blogs, getting feedback in the comments-- all this can and will have an effect after a long time. However, such a tool also requires a lot of time and labor costs from specialists.

· Communication with the media

Placing information in the media, for example, appearing in the specialized press. Monitoring and content analysis of publications in the media.

· Printed publications

Magazines, brochures, flyers, posters, newsletters, calendars and other printing options.

· Public performance
Sponsorship

Such actions contribute well to the formation of a positive public opinion about the company, and also form the image of the company, including it in a wider social context. These events are held with very dense media support. The effectiveness of this tool strongly depends on the breadth of coverage of the campaign.

· Website promotion

This tool is mainly aimed at information support consumer.

But these are only the most basic, generalized types of PR tools. In each of them, you can select dozens of independent tools that can be effective in different ways for each specific business.

Their correct use directly affects not only profitability and payback, but also the fate of the business in the market as a whole.

The objectives of advertising include informing, persuading, reminding the consumer about the product. Its main feature is a direct, impersonal appeal to the target audience. PR, on the other hand, helps to achieve harmony in the consumer's perception of the company and its activities by building a dialogue with the public, which is key factor in strengthening an important intangible asset of the company - its reputation.

Participation in exhibitions and forums

By participating in specialized exhibitions, fairs and forums, you can get maximum effect promoting the company, its products and services. It is on such events that key partners and potential clients. You can also get acquainted with competitors and their advantages in order to subsequently identify their strengths.

PR on the Internet (news, releases, articles)

The Internet is one of the largest platforms for promoting a company. Therefore, a competent public relations specialist does not neglect this space, posting both on his own website and on various third-party information portals news, releases and articles.

PR-articles in the specialized press

The effectiveness of this tool was noted by more than 98% of respondents. Competent and professional article describing competitive advantages company and bringing a lot of arguments in favor of "their" product or service, is able to perform a miracle. And with regular, but not intrusive submission of information once a month, you can create a positive image of the company among potential consumers and form its image in the eyes of the audience.

No less effective tool compared to posting news, releases and articles on the Internet. The only difference is that active participation in social networks, forums, blogs, posting comments gives an effect after a longer time, and also requires patience and perseverance from a specialist.

PR events for clients

The organization of PR events for clients was appreciated by only 49% of respondents. This promotion tool lags behind the previous four places by a huge margin, given that the last item received 80% of the votes. This suggests that many professionals should consider improving the effectiveness of this tool. The same goes for educational institutions, training specialists in public relations: state and non-state universities offering full-time, part-time, as well as distance learning in this profession.

The rating also includes the following PR tools: press releases (46%), PR articles in the business press (41%), PR events for partners (30%), PR events for employees (25%), monitoring and content -analysis of publications in the media and press events (16% each), research in the field of PR (9%), press tours (6%).

Media relations is one of the public relations tools that has its own characteristics and differences from other marketing tools. The tool is aimed at creating friendly relations between the organization and the public, achieving mutual understanding based on truth and full awareness. Character traits:

- non-commercial nature of the transmitted information. The tool is aimed at building reputation, not demand.
- focus on long-term relationships. Create an image of the organization short time impossible: having created an image, it is impossible to stop working on it.
- openness and reliability. This area of communication does not withstand falsehood, exaggeration and deceit.
- unpredictability of consequences. In trying to take into account different interests, it is very difficult to take into account all the consequences.

A press conference is a PR event, the purpose of which is to present information to the media. The event usually features two or three speakers covering different aspects of the news story. The duration of the event is on average 30-40 minutes.

Briefing - a meeting for a positional statement, used in emergency, force majeure situations.

There are two or three speakers with short statements. This event lasts 10-15 minutes for reports, about 20 minutes for questions and answers.

Seminar, " round table» - an event held for specialized media with the aim of in-depth acquaintance with products,

Press tour, Open Day - acquaintance of journalists with the company's business process, production or service provision process, etc. Quite an interesting and complex undertaking that requires high professionalism of guides or speakers. Depending on the organization, it can take from 1 to 3 days.

Press club - regular communication with journalists with the involvement of top people of the company and the market. The event is attended by several VIPs, market and industry experts. Duration 2-2.5 hours. In addition to press events, there are also press events:

Presentation, opening ceremony - presentation of the company, goods, services for customers, partners, press.

Reception, cocktail - meeting with clients and partners for any reason. As a rule, two or three loyal journalists are invited to such events.

Seminar, conference - a detailed presentation by the company of its products, goods or services for customers and partners.

Exhibition - participation of the company's exposition in a specialized exhibition. When organizing events for the press, you need to remember that "an event for the secular press, spoiled by" parties "needs an original concept." The concept should be designed not only for the occasion, but also for the audience. Any even the smallest event must be carefully thought out and prepared.

The program of the event is based on the principle of convenience for journalists. You need to take into account:

- day of the week. The most convenient Tuesday, Wednesday and Thursday, because. there is an opportunity to carry out follow-up work on the eve of the event, and weekly publications will be able to use the information directly on the current week.
- Start time.
-Duration. Do not delay the event, it will bring some inconvenience to you and guests. Optimal time 40 minutes - an hour.
- Place. It is better if it is in the city center, not far from the metro. If the chosen site has an inconvenient location, take care of free transport and parking for cars.
- Informal communication. Journalists will certainly want to do mini-interviews or just chat with speakers. It is most convenient to do this during a buffet table, which is also important to foresee. You need to remember about press materials, which should also be present, regardless of the type of event. It includes: press release, backgrounder, program of the event and other materials that you consider necessary.

PR-documents for mass media. All PR texts have their own style and purpose. For PR texts, the following features are characteristic: - the text should influence the addressee and encourage him to act, but this is not advertising text, which means it should not contain advertising slogans and superlatives, such as "the best", "the most reliable", etc. - the text should be as accessible as possible for the addressee, and therefore contain a minimum of complex speech turns, terms and abbreviations; the number of adverbs, adjectives, participles and adverbs should also be reduced. One idea, one suggestion. Complex sentences are difficult to understand. - “the recipient of the text should perceive the idea of the message not as direct pressure on him, but as his own position, the fruit of his own deep reflections” - assessments and comparisons in the text reflect the position of the organization; it is necessary to exclude the appeal from the first person from the text, instead of them “the company acts as an organizer”, etc. The types of PR texts are as follows: press release, backgrounder, press kit, newsletter, fact sheet, etc.

A press release, a press release, is a basic tool for compiling information on any given topic that you want to report to the media. A press release, as one of the means of disseminating information, summarizes all the necessary characteristics of an object and brings your news to the right audience. A good press release is 70% successful. Therefore, you need to write very good, just excellent! Lists of tips and rules on how to write a press release are quite common. One of the basic rules: a press release should answer five questions: when? where? who? what? as? Some slopes to add to this list is another question why? or for what purpose? For myself, I conclude that the more answers to different questions, the better! The press release must include Contact Information so that you can be contacted on an "as needed" basis.

Particular attention should be paid to the design of the press release. It should contain: company logo, title reflecting main idea release, date, telephone, fax and address Email contact persons, as well as preferably quotes from company or project leaders.

You can also note the desirable presence of figures and facts in your press release. They act as bait for journalists.

backgrounder. (literal translation - "background") contains information about the "background" that surrounds the event. It is carried out in the form of a selection of facts: field of activity, mission of the company, number of employees, achievements and awards, etc.

A fact sheet is a kind of reference, a set of facts. The fact sheet is not a complete connected text. Press kit - a set, a package for the media. Contains: press release, background, biography, photo, fact sheet and other materials.

Newsletter ("news letter") contains useful information, intended for regular mailing target audiences(Media, customers, employees, etc.) There are no strict requirements for its structure and content.

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