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Essay / Research Paper Abstract
This 15 page paper looks at the concept and practice of cooperate branding and then compares and contrasts the branding of a company to the branding of a product. The discussion includes numerous real life examples to illustrate points raised and assesses the way a firm may choose between cooperate and product brandings strategies. The bibliography cites 16 sources.
Page Count:
15 pages (~225 words per page)
File: TS14_TEcorpbrand.doc
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Unformatted sample text from the term paper:
tool used by corporations to limit the choice of consumers. The general argument being the stronger the brand, the lower the potential for consumer to consider other brands in the
purchase decision (Klein, 2010, p4). There are potential benefits and potential costs associated with this. The aim of this paper is to look at the benefits and challenges associated
with corporate branding and consider how this compares with product branding. The paper will start by considering what is meant by a brand, defining what it is and how it
may apply to both cooperate and products brands and then apply this concept to the two questions concerning the challenges and benefits as well as the comparison with product branding.
When looking at the marketplace there are many well known examples of successful brands; McDonalds, Evian, Nike, Amazon, Persil,
Vanish, Oxo, Budweiser, Coors, Fanta, Minute Maid, Tylenol and Marlborough cigarettes are all examples of well known brands. When looking at this short list it is possible to see that
although they are all brands the former refer to companies, whereas the latter examples refer to products. Due to the process of branding and the way they are perceived it
can become difficult to tell the difference between the two types of branding; both create specific associations that the consumer links with the brand and support sales of the products
(Kotler and Keller, 2011, p264; Klein, 2010, p5). In the past the focus was on product brands, where a brand was associated
with only a single product, and a company may manage many brands. The trend in recent years has been increasingly moving towards cooperate brands, where the firms advertise themselves rather
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