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Branding guide
This web site is designed to help navigate
you through the mountain loads of information about corporate branding.
We have reached this topic by doing exhaustive research.
Take a look around our sites pages:
 Introduction
To Branding - The Basics
An overview of some of the concepts and
discussions about branding in general.
 The concept of “brand”
A brand is an intangible asset, and because of its ethereal
characteristics different people find different ways to make sense of
it.
 Brand enactment
In the classical product line branding context, the enactment of the
brand concentrates predominantly on externally focused activities which
engender consumer satisfaction.
 Striving for a coherent corporate brand
From the low number of constituent elements it
is apparent that there are numerous possibilities for tension to arise
due to in congruencies between those elements.
References
Kotter, J. and Heskett, J. (1992), “Corporate Culture and Performance”,
New York: The Free Press
Thornbury, J. (1999), “KPMG: revitalizing culture through values”,
Business Strategy Review, Vol.10, No.4, 1-15
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