ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Corporate Branding Strategy

Updated on October 25, 2015

Several iconic companies have stayed relevant and fresh for decades now. These companies can be seen across all industries ranging from electronics to airlines and fashion. They have commonalities in the use of strong and unique colors, emotions, slogans, tastes, appearances, smells, customer service, and iconic logos among many other aspects that companies can apply across their entire product portfolio. The harmonization of such issues and approaches constitutes corporate branding strategies. Corporate branding strategy, therefore, is the practice of promoting the brand name of a company rather than the individual products or services. It is an issue that affects numerous stakeholders (investors, employees, management, and suppliers among others). On many occasions, setting out on a new corporate brand strategy calls for alterations in products and services in order to affect the market in a transformative manner.

There are several things that corporate bodies need to do as they develop corporate branding strategies. The first should be to perform a brand audit. This step entails investigating and rectifying the strengths and weaknesses of the current branding. In this case a company can evaluate its website, visual identity, vision among others. Secondly, the company should determine its promise- who, what, why and for should be addressed. Thirdly, the management and vision bearers should get employees and relevant stakeholders to support the strategy. Fourthly, the strategy should be laced with passion and visibility in order to make it come alive. For instance, a catchy and emotive logo, slogan or colors help to show a new course of direction and determination to stand out.

There are several components for effective corporate branding strategies. Consistency is the first and most important component of corporate branding strategy. It means aligning all the messaging, colors, qualities, tastes, etc in a consistent manner. A corporate body also needs to define the purpose for their company and meet the purpose. In addition, emotions and flexibility are critical components of corporate branding strategy as they move and accommodate the target market. Lastly, loyalty to its customers as well as and competitive awareness help a corporate body to succeed in its industry in a sustainable and progressive manner.

There are numerous benefits of proper corporate branding. First, a strong corporate brand communicates what the company aims to do in the market place thereby gaining attention from its target market. A strong corporate brand accommodates the values, visions, and positioning of a company creating value as the team pursues its corporate strategy. When there is a proper branding strategy, there can be reduced expenses on individual promotion of individual products and services. There can be significant economies of scale when a single campaign to advertise a company is tailored to endear the company’s brand portfolio to the target market.

It is critical that companies be wary of the streamlining their brand portfolio based on raw costs since the secondary costs can have varying and damaging effects when they are overlooked. The revenue contributions of each brand should for the foundation of formulating a corporate brand strategy.


    0 of 8192 characters used
    Post Comment

    No comments yet.


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)