Brand Name and Corporate Image

In: Business and Management

Submitted By valariejean35
Words 1300
Pages 6
Brand Name and Corporate Image Valarie Murphy-Taylor OMM 615 Janis McFaul July 21, 2014

Abstract
The aim of this paper is to describe the difference between brand name and corporate image. As companies seek to gain a competitive edge through means of organizational restructuring and/or innovation, building brand name recognition and corporate image has become increasingly significant. Consumers identify with brand names and advertisements, which promote products that make favorable impressions. Corporate image is an abstract concept that has a definite effect on marketing performance since consumers prefer to purchase from companies with reputable corporate images. Brand naming is a concrete concept in that a brand name is something one can see, touch, fee or smell. By seeing and/or hearing and advertisement one can become familiar with a brand name which in turn can build a brand’s recognition. Corporate imagery is a highly involved mental process that marketers pursue in order to challenge the perceptions of internal and external stakeholders. Corporate advertising is big business with expenditures of more than nine billion dollars. The knowledge of that may affect how consumers feel about brands from a particular corporation or so one would think. The two concepts overlap one another. Corporate imaging and brand naming can be used together to present to consumers a total package of satisfaction, good product/service from a good company.

Introduction
One of the most critical ingredients in the successful development of an integrated marketing communications plan is effective management of an organization’s image. A firm’s image is based on the feelings consumers and businesses have about the overall…...

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