Corporate branding -
November 3rd, 2011
Corporate branding
A corporate brand is the internal perception of a company that unites a group of products or services for the public under a single name, a shared visual identity, and a common set of symbols.
The process of corporate branding consists creating favorable associations and positive reputation with both internal and external stakeholders.
The purpose of a corporate branding initiative is to generate a positive halo over the products and businesses of the company, imparting more favorable impressions of those products and businesses.
In more general terms, research suggests that corporate branding is an appropriate strategy for companies to implement when:
there is significant "information asymmetry" between a company and its clients; That is to say customers are much less informed about a company's products than the company itself is;
customers perceive a high degree of risk in purchasing the products or services of the company;
features of the company behind the brand would be relevant to the product or service a customer is considering purchasing | 
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