What is Corporate Branding?

The corporate brand refers to the brand whose corporate name is the brand name. The corporate brand conveys the company's business philosophy, corporate culture, corporate values and attitudes towards consumers, etc. It can effectively break through barriers between regions and conduct cross-regional business activities. In addition, it provides a unified image and a unified commitment for various real estates with great differences, which forms a relationship between different products and integrates the resources of product brands.

enterprise brand

The corporate brand refers to the brand whose corporate name is the brand name. The corporate brand conveys the company's business philosophy, corporate culture, corporate values and attitudes towards consumers, etc. It can effectively break through barriers between regions and conduct cross-regional business activities. It also provides a unified image and a unified commitment for different real estates with different properties.

1. Increase the cohesion of the enterprise. This cohesion can not only make team members have a sense of pride, enhance employees' sense of identity and belonging to the company, make them willing to stay in the company, but also help improve the quality of employees to adapt to the development of the company. The needs of all employees make all employees work in a master's attitude, generate the ideas of mutual help, honor and disgrace, make employees pay attention to the development of the enterprise, and strive to enhance the competitiveness of the enterprise.

Creating a brand for a company is a long process and requires a long period of accumulation. Only by considering quality as life and seeking change through science and technology can we create brands and brand names. However, brand management is also a long-term maintenance process. Only by improving corporate brand awareness and credibility as the starting point, improving brand reputation as the index, and improving brand loyalty as the goal, and cultivating the brand solidly, can the brand develop steadily and steadily and exert its value charm.

Continuous innovation is needed for existing brands, and innovation is an inexhaustible force for famous brands. In the implementation of corporate brand strategy, the pursuit of existing or traditional brands and the pursuit of quality and variety innovation is a dialectical unity. Innovation is a systematic project, mainly concept innovation, system innovation, technology innovation, service innovation and so on. Only by constantly deepening the understanding of consumers' internal psychology and needs, developing newer technologies and production methods, and continuously introducing newer products, can we introduce new dedication products and grasp the initiative to win future competition. Enterprise innovation calls for talents, and talents are the focus of corporate competition. The talented person wins the world, ancient and modern, Chinese and foreign, no one can. With the development of the knowledge economy, this phenomenon is becoming more and more obvious. Among them, innovative talents, as the scarcest resources of modern enterprises, have received extensive attention and will be a new force for brand building.

Without innovation, there is no tradition. Without tradition, there is no continuation and development of the brand. In a brand-rich commodity market, we must adhere to the brand's own characteristics and be "different." Buffon, France once said: Persistence is style. Brand persistence and brand growth are inseparable from this persistence. Only through persistence can there be differences and the unique positioning of an enterprise.

Brand is the combination of corporate culture and technology. It not only contains the use value of the product, but also the cultural and technological value in the product. The one-sided pursuit of the market economic value of the brand with the goal of realizing the physical use value of the product often leads to the extreme of the product brand in the market operation. The success of well-known brand enterprises is to pay attention to the formation, realization and improvement of the tangible and intangible values of products.

Scientific and technological innovation is the inexhaustible power of an enterprise; cultural innovation is the root of an enterprise. China's five thousand years of profound cultural heritage has created an inexhaustible source of corporate culture. Tap into the creativity of native languages, discover the essence of traditional Chinese culture, nurture the tradition of Chinese culture in corporate culture, and make the culture bloom with new glory in the integration with external communication. Take differences in Yamato, and conceive in each other.

To implement the brand creation strategy of an enterprise, it is necessary to fully tap the role of culture and technology, and continuously inject the brand's cultural and technological connotative value, so that the market economic value of enterprises and brands continues to grow.

Brand culture should be a culture that can spread aesthetics, and it can affect people's moral values, values, happiness, and consumption. Can affect people's life concepts in the subtle way. An excellent brand is itself an excellent cultural concept. It is the trace of an era, the footsteps of the world, the shadow of a nation, and the poetry of culture.

Difference between corporate brand and corporate logo

The corporate brand is the sum of customers' perceptions of the company's perceptual and rationality, including products, names, prices, service quality, financial status, customer loyalty, popularity, satisfaction, etc., which is the attitude towards the brand. Customers have a good attitude towards you. After experiencing products and services, they have a unique feeling so that such a brand can be loved by customers. Successful brands are not established overnight, but are established by long-term promotion of enterprises. Strong brand assets can become a weapon for companies in market competition.

Therefore, the corporate logo is different from the corporate brand, and the corporate logo is an important element in the driving of the corporate brand. The logo belongs to the company itself, and the brand belongs to the consumer.