Corporate Branding

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Corporate Branding Enactment

In the classical product line branding context, the enactment of the brand concentrates predominantly on externally focused activities which engender consumer satisfaction. By contrast the enactment of the corporate brand follows a different process which is attentive to the needs of stakeholders rather than just consumers.

Consumers have relatively few points of contacts with the infrastructure supporting classical product line brands, yet stakeholders have numerous points of contact with corporate brands. To ensure consistency of the brand experience across stakeholders T systems can help, but heir applicability is restricted. Writers argue against the wholesale replacement of staff by technology. Instead y enabling staff to understand their brand’s values, hey better appreciate their roles, aver increased commitment to delivering the brand promise and there is a greater likelihood of higher brand performance.

Thus while in the classical product brand arena, a mechanistic command and control approach is prevalent, a more humanistic approach is necessary in corporate branding, placing greater emphasis on internal communications so staff fully appreciate their brand’s promise and how the brand’s values should guide their behavior.

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