Corporate branding and house branding

Topics: Brand, Brand management, Branding Pages: 8 (2196 words) Published: November 7, 2013
Executive Summary
The purpose of this report is to analyze a corporation’s “corporate branding strategy” and “house branding strategy” then provide some recommendations. In recent business world, brand strategies are becoming increasingly important for a corporation because of fierce competition. Almost all the companies are paying attention to improve their brand strategies to attract more customers and keep customers loyal. Corporate branding and house branding are regarded as two important strategies for many corporations. This report will introduce these two concepts then analyze two theories associated with these two concepts. The first theory about corporate branding is to use Corporate Social Responsibility to enhance corporate reputation. The second theory about house branding is to use service quality to enhance the perceived quality of private label brands. After introducing the two theories, an example (Yum! Brands) will be provided in order to critically analyze these theories. The conclusion of this report is that Yum! Brands successfully built a good corporate reputation by using brand social responsibility. In addition, the house branding strategy of Yum! Brands is also successful. Three recommendations will be provided at the end of this report.

TABLE OF CONTENT
1 Introduction.............................................................................................3 2 Theories and concepts.............................................................................3 2.1 Corporate branding...............................................................................3 2.1.1 Definition...........................................................................................3 2.1.2 Theory................................................................................................3 2.2 House branding.....................................................................................4 2.2.1 Definition...........................................................................................4 2.2.2 Theory................................................................................................4 3 Case study................................................................................................5 3.1 Introduction..........................................................................................5 3.2 Strategy of corporation branding..........................................................6 3.3 Strategy of house branding...................................................................8 4 Conclusions and recommendations.........................................................9 5 References.............................................................................................10

1 Introduction
This report was divided into three parts. The first part is “theories and concepts”. This part includes the definitions of corporate branding and house branding. In addition, this part introduces two theories about these two concepts respectively. The second part is case study. This part includes an introduction of a brand; a description and critical analysis of current strategies used by the brand based on the two theories discussed in the report. A comparison between the two strategies is also provided in this part in order to find a more suitable strategy for the brand. The last part is “conclusions and recommendations”. This part includes conclusions based on the analysis of the brand’s two strategies and recommendations which are associated with current market environment.

2 Theories and concepts
2.1 Corporate branding
2.1.1 Definition
Corporate branding refers to a company using its name as a product brand name. The company can advertise many products under a single brand name in a practice referred to as family branding or umbrella branding (WISEGEEK 2013). 2.1.2 Theory

Nowadays more and more corporations realize the...

References: Fombrun, C. and Sever, J. (2000), “The reputation quotient: a multi-stakeholder measure of corporate reputation”, The Journal of Brand Management, Vol. 7 No. 4, pp. 241-55.
Andrew, S. and Daniel, C. (2007), “Green to Gold”, Soundview Executive Book Summaries, Vol. 29 No. 1, pp. 314-50.
Paul, A. and Bob, D. (2004), “Reputation and the Corporate Brand”, Corporate Reputation Review, Vol. 6 No. 4, pp. 368-74.
Min-Hsin, H. (2009), “Using service quality to enhance the perceived quality of store brands”, Total Quality Management, Vol. 20 No. 2, pp. 241–52.
Kirmani, A. (1990), “The effect of perceived advertising costs on brand perceptions”, Journal of Consumer Research, 17(2), pp. 160–71.
Kirmani, A. And Wright, P. (1989), “Money talks: Perceived advertising expense and expected product quality”, Journal of Consumer Research, 16(3), pp. 344–53.
Collins, C. and Lindley, T. (2003), “Store brands and retail differentiation: The influence of store image and store brand attitude on store own brand perceptions”, Journal of Retailing and Consumer Services, 10(6), pp. 345–52.
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