Corporate Branding

Learning objectives

• From the perspective of the organic view of the brand (OVB), you learn to see a corporate brand as a portfolio of meanings in a complex ecosystem that needs to be consistently managed – while accepting an increasing loss of managerial control over the corporate brand.

• We discuss the central role of corporate brand identity as the glue that holds an organisation together and links heritage with aspirations. You also learn how to develop a corporate brand identity and nurture it so that it becomes enduring. We emphasise how a well-defined and shared corporate brand identity aligns brand and communication strategies, as well as business and innovation strategies.

• You will learn how an authentic and enduring identity, as well as an inspiring brand vision, are needed to build a strong corporate brand. You will discover how to establish a vision that effectively moves the organisation towards its desired goals and objectives for the next strategic planning period.
• The programme also discusses how to align identity and vision with brand communications and experience – and we underline the key role that corporate culture and organisational structure play in bringing a corporate brand strategy to life.
• One of the challenges that corporate brands face is a low level of customer trust, due to the perception that CSR policies and practices are false and often just greenwashing practices. Brands with a conscience are an emerging alternative and this perspective is discussed in depth.
• The best corporate brands invest in storytelling, but most importantly, they invest in story building. You will learn the meaning of this approach and how to promote it. 
• Brands are not what they say they are – but what they do. It is necessary to understand the corporate brand experience and the financial implications of proactively managing this. You will learn how to diagnose and design an exceptional corporate brand experience.
• Many companies fail to properly manage their brand and product portfolios – and so overextend themselves and suffer severe managerial and financial problems. You will learn how to diagnose, prioritise, and manage a brand portfolio, and how to choose the brand architecture that maximises its value.