Archive for the ‘corporate brand’ Category
Corporate Brand: Ultimate Brand?
As marketing has already leaped the brand era when Jack Trout became the icon, the power of brand is also demystified. Recently some books and brand consultant shifting to corporate brand and promote it as the ultimate brand, not product brand.
In this view, they believe customer will shift their eyes from merely the product to the producer, so the brand of the company is crucial.
From “marketing 101” perspective, brand is simply an identification mainly made for customer convenience. So it is not only the name, text, and picture – but everything that can associate certain solution to certain need and differe it to other. When a company start to leverage their credibility in providing solution of need through some brand she already produced, the company deal with brand proliferation or extension. The rule of extension is simple, leveraging existing product brand without creating brand schizophrenia. If schizophrenia happened the goal of (product) brand is ruined. Another practice of course is using corporate brand. In this case imagine what image attached to Tom Cruise? Tom Cruise is a corporate brand, and the product is all of his film. So we can say Tom Cruise is someone who is modern, smart, mysterious, sleek, or anything as an accumulation of his film producing images. Then corporate brand actually is something naturally developed based on her credibility developed within (brand) product she produced. Corporate brand is important? Yes it is important. Is corporate brand is the ultimate brand? Not necessary…. Remember how many customer familiar with Temasek, Anglo Ashanti, Festo? In certain condition, it is better customer only knew the product….
