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CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING
Title
CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING.
Creator
Ritz, Hayley, Jones, Dan, University of Central Florida
Abstract / Description
This thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its...
Show moreThis thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its consumer through loyalty and emotional attachments. Corporations use various processes and methodologies when they begin to create and enhance their corporate brand. Corporations must define their corporate personality, build recognition, standardize, and fulfill brand promises. There are also obstacles and challenges that corporations face in their endeavor to implement a branding guideline, and the chance of overcoming them without defined leadership is unrealistic. This study focuses specifically on existing literature about corporate branding and cites case study examples to show what makes the best brands successful and where failing brands could have been more successful. The study concludes by providing insight into the future for corporate branding and offering suggestions for technical communication professionals who find themselves a part of the brand building and defining process. There are various rules to branding and traits that are common to every top brand in the world. By instilling its brand with such traits, and following certain processes with focus, passion, and persistence, and most of all a long-term commitment to the brand, a corporation will find its brand among the most recognized brands in the world.
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Date Issued
2007
Identifier
CFE0001871, ucf:47413
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0001871
GOOD GUYS DON'T ALWAYS FINISH LAST: THE MODERATING ROLE OF BRAND EXTENSION FIT ON PRODUCT EVALUATIONS BASED ON CORPORATE ABILITY (CA) AND CORPORATE SOCIAL RESPONSIBILITY (CSR) ASSOCIATIONS
Title
GOOD GUYS DON'T ALWAYS FINISH LAST: THE MODERATING ROLE OF BRAND EXTENSION FIT ON PRODUCT EVALUATIONS BASED ON CORPORATE ABILITY (CA) AND CORPORATE SOCIAL RESPONSIBILITY (CSR) ASSOCIATIONS.
Creator
Johnson, Zachary, Mao, Huifang, University of Central Florida
Abstract / Description
Termed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more...
Show moreTermed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more favorable product evaluations than CSR, which is a contextual association that is less product-related. However, past research has been limited to line extensions, which are evaluated in a piecemeal cognitive process. Unlike line extensions, evaluations of brand extensions include an intervening categorization process that determines consumers' evaluative strategies. This research merges the corporate association and brand extension literature streams and, in four studies, contributes to the literature by establishing that brand extension fit moderates the influence of corporate associations on product evaluations. This finding is developed further by demonstrating that both individual differences (self-construal) and brand-related attributes moderate this interaction.
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Date Issued
2011
Identifier
CFE0004015, ucf:49164
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0004015