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Home - Corporate Branding
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you through the mountain loads of information about corporate branding.
The brand triangle searches to
synthesis.
The brand triangle searches to synthesis the low number of major values
since everyone
has limited rational thought process for information. A further
explanation for
a low number of ladders is the stakeholders, or consumers, evaluate and
select between
competitive brands based on a low number of characteristics. It should
also be
established that one of the goals of promoting the brand through the
brand triangle
is to assist all employees of the company to fully understand their
brands promise.
In doing so, this will make them appreciate the kind of behavior that
reinforces
the brands promise.
Through managers intentionally identifying some exclusive brand values
with a short
promise, the extent for misunderstanding and forgetting is lessened.
The brand triangle is appropriate for brands in other contexts. An
example of this
is in the nonprofit area: UNICEF associated their corporate brands
functional values,
their belief in respecting the rights of children, with emotional
values, their
integrity, to arrive at the brands promise of working worldwide to
ensure every
child can reach their full potential. Pringle and Gordon (2001)
demonstrated how
in the services sector the corporate brand promise of Tesco, the
creating better
value for customers, resulted from a combination of functional values,
innovating,
with emotional values, concern for employees. In the product line
sector, Bates
Dorland once characterized Heinz foods corporate promise of being
reassuringly simple
through combining a few means end ladders.
The suitability of the brand triangle across different contexts adds
emphasis to
the idea of the permanence of the brand concept, predominantly since the
brand triangle
is the expression of the brand. However, the presentation of the brand
concept
is different between the traditional product line and corporate context,
which will
be addressed next.
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