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Corporate Branding: Perspectives and Experiences

 
R.J. Devi (Author)
Synopsis Today, in this competitive business environment, markets are overpopulated with large and small companies and overfed with lots of marketing messages. In this scenario, marketers are faced with the difficult task of getting their message acknowledged by the people. With the rising costs of bringing in a new service or product to the market, it has become even more imperative to hack through this clutter. The pre-eminent sure-fire way of accomplishing this task is by having a corporate branding strategy. A powerful corporate branding can supplement any new product or service with instant reliability and worth that cannot be simply reproduced by any sort of marketing campaign focused on the product. So it becomes vital for any organization who wishes to have successful product offerings, to create a strong corporate brand. A strong corporate brand can set the pitch for the company's further development. A superior corporate branding can also boost the organization's budgetary efficiency. With the shortest product life cycles and the highest product development costs, it becomes vital for the organizations to recoup costs in all possible modes they can, without sacrificing quality or service. A strong corporate brand can be used creatively to replace many of the expensive product based marketing campaigns. A company can easily familiarize the consumers with its products and can create brand loyalty by using corporate branding with the successfully marketed product. A strong corporate brand brings value and depth to a company's product offerings in such a manner that, if the public has developed a liking towards one product of the company, they look out for the same brand name while buying other products. "A dominant corporate branding is all about building a long-term vision for a company and shaping the company's operations to meet that objective".
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About the author

R.J. Devi

R J Devi holds a bachelor's degree in Computer Science from Madurai Kamaraj University, an MBA from Bharathidasan University, and an M.Phil in HR and a PGDPMIR from Annamalai University. Presently, she is working as a Consulting Editor at Icfai Business School Research Centre, Chennai. She has over thirteen years of exposure in the field of HR and Business Development in diversified work environments including academic institutions. She has conducted various skill-development and transformation programmes for corporates as well as faculties and students of academic institutions. She has headed the placement wings of various academic institutions and was a visiting faculty for a Business School. Her areas of interest include HR, marketing and public relation.

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Bibliographic information

Title Corporate Branding: Perspectives and Experiences
Author R.J. Devi
Format Hardcover
Date published: 11.12.2008
Edition 1st ed.
Language: English
isbn 9788131415313
length 252p.