Branding

When is a master brand strategy a desirable approach?When is a master brand strategy a desirable approach?
14
Mar / 18
by Ivana Zecevic
2 0

Brand architecture refers to the way a business links its corporate brand to its product and/or service brands. Having a clearly organized brand architecture helps the public understand what a company offers and how they can engage with the brand. Companies with multiple business units or product lines mainly use one

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What is the difference between corporate image and corporate reputation?What is the difference between corporate image and corporate reputation?
12
Feb / 18
by Ivana Zecevic
5 0

Both the corporate image and corporate reputation reflect how the public perceives a corporation. But even though they are closely related terms, they are not interchangeable. Especially for corporate and marketing communication professionals, it is imperative to understand how a company’s image and reputation are built, and how these two concepts

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