Emerge 2011

A National Conference On Management In Emerging Scenario

Corporate Branding and Its Performance

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Presented by-

Anita Sawant Sanjogata Kamble Rahul Mallewade

Introduction
Emphasis is moving from line branding to corporate branding there is a need to better appreciate the management approach for corporate branding as this needs managing differently from line branding Employees are thus becoming central to the process of brand building

The identity-reputation gap model of brand management

Building the corporate brand through internal mechanisms

Communication The sending, receiving and understanding of messages. It is also the basic process by which managers and professionals accomplish their work. The purpose of communication is to gather process and disseminate information

CONCLUSAION
Corporate branding requires increased emphasis on internal brand resources to present a coherent brand identity to stakeholders. Identity-reputation gap model of brand management conceptualizes brand building as the process of narrowing the gap between brand identity and brand reputation. Building on this, identified key internal factors that propose affect the leverage of brand resources to enhance brand performance. Employees play a crucial role in the brand building process and managers can further lever their brand.