EFFECTIVE BRAND

MANAGEMENT THROUGH
CORPORATE BRANDING
Presented By

Sukesh R
15MBAP054
MBA II Year
Sub: Brand & Business
 Article Details
Authors: Nidhi Sinha, Vandhana Ahja & Y
Medury
Journal: The IUP Journal of Brand
Management
Vol No: VII
Issue No: 04
Year : Dec 2010
Page Number: 20 - 33
 Introduction
Building a brand driven culture is a lifelong
commitment to a mindset
It takes time, planning and perseverance that
produces intangible outputs
It include greater customer satisfaction, reduced
price sensitivity, fewer customer defections, a
greater share of customers wallets, more
referrals, and a higher percentage of repeat
business
Cont.
Brand identity is based on a thorough
understanding of the firms customers,
competitors, and business environment
Strong brands enjoy customer loyalty, the
potential to charge premium prices, and
considerable brand power to support new product
and service launches
In companies, brand architectures exist in three
basic levels, namely 1) corporate, 2) business unit,
and 3) product or service level
 Corporate Branding
Among the changes that businesses make as they
move toward globalization is a shift in marketing
emphasis from product brands to corporate
branding
The broader scope of the corporate brand pushes
brand thinking considerably beyond the product
and its relationship to the consumer or customer
Realizing the value of corporate brand identities
has made big corporates make sizeable
investments to enhance their brand images
 Objectives
To study the ability of individual consumers to
associate a product or service brand with the
corporate associated with the same, thereby
stressing the need to build brand awareness
To investigate to what extent brand association is
coherent with corporate brand identity and to
extract the brand name typology which gains
maximum recognition from the consumer in the
context of establishing a link between individual
product brands the corporate brand.
 Research Methodology
An exploratory research study
For the study 200 product brands are selected form 8
corporate brands
200 respondents were selected from the 1000
samples from the database of retail outlets
The respondents grouped in 4 groups based on the
age as 50 per group, such as 18 25, 25 35, 35
45 and above 45
Pearson correlations test is used to analysis the
consumer brand association score
 Corporate Brand Pool Analysis
Family Individual Combinati
S.N Corporate Total
Brand Brand on Brand
o Name Brands
Name Name Name
1 Dabur 2 1 27 30
2 Parle 4 34 0 38
3 Cadbury 0 9 2 11
4 HUL 0 39 0 39
5 Tata 5 13 0 18
6 ITC 0 14 1 15
7 P&G 0 25 0 25
8 Amul 23 0 1 24
 Brand Association Score
Consumer Brand Association Score = Consumer Brand
awareness Score / Total Brands
BrandAssociationScore

Dabur Parle Cadbury HUL TATA ITC P&G Amul

Valid 200 200 200 200 200 200 200 200

N=200 Missing 0 0 0 0 0 0 0 0

Mean 0.77 0.65 0.69 0.41 0.63 0.47 0.31 0.86

 Correlations
Brand Association
Brand
Score
Pearson Correlation 1.000 -.824
VolumeIndividual
Sig. (2 tailed, 0,05
Brands/Total 0.012
level)
Brands
N 8.000 8.000

Pearson Correlation -.824 1.000

ConsumerBrand Sig. (2 tailed, 0,05
0.012
AssociationScore level)
N 8.000 8.000
 Conclusion
This study has undertaken an in-depth review of the
association between corporate branding and brand
awareness.
The results shows that the corporate with individual
product brand name have least brand association
score and the corporate with family or combination
brand name has high brand association score
So the product with the family brand name can create
more brand awareness than the individual brand name
So the name typology plays a vital role in branding
 Suggestions
The corporates should need to concentrate on the
corporate brand identity, corporate brand equity
than the individual product brand image and
equity
The corporate branding help the consumer to
easily memories the brand name and create
brand awareness which is the core part of
branding