Keywords

Brand, Brand Identity, Brand Mark, Brand Name, Brand Promise, Marketing, Brand Differentiation, Corporate Branding, Strategic Marketing, Brand Ethos, Logo

Abstract

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 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.

Notes

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Graduation Date

2007

Semester

Fall

Advisor

Jones, Dan

Degree

Master of Arts (M.A.)

College

College of Arts and Humanities

Department

English

Degree Program

English

Format

application/pdf

Identifier

CFE0001871

URL

http://purl.fcla.edu/fcla/etd/CFE0001871

Language

English

Length of Campus-only Access

None

Access Status

Masters Thesis (Open Access)

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