Final Paper

Topics: Brand, Brand management, Branding Pages: 4 (760 words) Published: July 5, 2015
Lamashia Davis
Corporate Communications
Mrs. Cynthia Kamasa-Quashie
Due December 4, 2013
Final: Chapter 4 Summary
Chapter 4 discussed the importance of identity, image, reputation, and corporate advertising within a corporation. In the Merriam-Webster dictionary, identity is defined as the qualities, beliefs, etc., that make a particular person or group different from others. “Corporate and brand identities are an expression and reflection of an organization’s culture, character, personality, and its products and services; inspiring trust with consumers, employees, suppliers, partners and investors” (“The Importance”). The identity of a corporation helps the organization inform its constituencies who they are; it is how they differentiate themselves among other organizations.

Establishing an image helps corporations better express their identities. When discussing image, the term logo is introduced. Argenti P. stated that logos are important due to their visual nature. “This visual element symbolizes the brand and can play a large role in establishing an emotional connection with the product” (Kenni Z. 2011). In other words, the image of a corporation is how it identified. For example, the golden arches forming the shape of the letter “M” is how McDonalds is identified among its constituencies. “To stand out from their competitors, every company needs to have a good brand image, to create a niche in the client’s mind by having a unique, pleasing appearance and identity” (“What is Corporate”). In order to establish these two elements, corporations have to develop a branding strategy.

“A company’s value can be significantly influenced by the success of its corporate branding strategy” (Argenti P. 2013). An organization’s branding strategy works together with its image to help create a stronger identity. According to General Electric Company, there are 5 key branding strategy tips. To ensure that information is relative to the topic, only 4 will be...

Bibliography: 1. 5 Key Brand Strategy Tips for Success. (n.d.). Brand Strategy Tips for Success. Retrieved December 4, 2013, from
2. Argenti, P. A. (2013). Corporate communication (6th ed.). Boston: McGraw-Hill Irwin.
3. Kenni, Z. (2011, May 19). Establishing a Brand Identity. JUST Creative. Retrieved December 4, 2013, from
4. "The Importance of Corporate Identity."Ridivi Consulting Knowledge Base. N.p., n.d. Web. 4 Dec. 2013. .
5. "What is Corporate Identity?." Treefrog Interactive Inc.. N.p., n.d. Web. 4 Dec. 2013. .
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