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Home - Corporate Branding
This web site is designed to help navigate
you through the mountain loads of information about corporate branding.
The four interacting elements are
vision, culture, objectives, and brand sphere:
This model builds on Balmers argument that a successful corporate brand
requires
senior management condensing then conveying the corporations identity.
The models
starting point draws on several important fundamentals of corporate
identity.
The four interacting elements, vision, culture, objectives, and brand
sphere, affect the nature of the corporate brand concept-branding
proposals that is endorsed, through
the deeds of employees and the supporting systems. By combing these
elements, the
promise between the claimed and delivered brand should be the same, and
through
monitoring any gaps, the starting elements of the model can be revisited
and modification
considered and made.
Three components make up corporate brands vision. They are, the future
environment
the brand wishes to bring about, the brands purpose, and the values of
the brand,
as shown in figure 3.
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