Differences between classic branding and corporate branding

[tasmih1234]

Corporate branding requires a holistic approach and goes far beyond and encompasses more issues than branding for products and services. In the book Corporate Branding: Purpose/people/process : Towards the Second Wave of Corporate Branding, authors Schultz, Yun and Csaba provide the following differences between classic branding and corporate branding.

Classic branding Corporate branding Individual products are the basis for most brands
The company or organization is the basis for the brand
Conceptualization
Marketing
Outside-and-in-thinking
Cross-disciplinary
Combines outside-and-in thinking paraguay mobile numbers list with outside-in thinking
Stakeholders
onsumers and customers
All stakeholders
Responsible for branding
Marketing and communications positions
All functions directed by top management
Time Perspective


Brief: product life cycle
Long: life cycle of the organization
Core process


Marketing and communications define brand promises and marketing/communications mix
Management and organizational processes align the company with the brand identity
Key issues


Brand architecture
Brand positioning
Brand identity


Brand as a strategic force
Relationships between strategic vision, organizational culture and stakeholder image
Fire alignment


Challenges


Difficult to create and maintain product differentiation
Limited employee involvement and use of cultural heritage
Limited stakeholder involvement in communications


Difficult to align internal and external stakeholders
Difficult to create credible and authentic identity
Difficult to engage different subcultures and changing subcultures




As a company, by the way, you don't have to choose between corporate branding and classic branding. These 2 types of branding can take place side by side within a company.