Escolar Documentos
Profissional Documentos
Cultura Documentos
Davis:-
Composite of all the experiences, encounters &
perceptions a customer has with a company.
i.e build trust in the company & not in a
particular product.
Aaker:-
Represent an organization that stands
behinds products in spirit & substance
Reflects its heritage,value, culture, people,&
strategy.
The very essence of a company are value&
priorities;
i.e,innovation,perceived quality,customer
concern
Product Branding vs. Corporate
Branding
4. Strategy
5. Communication
6. Management
1.Discovery process
brand
90% employees felt that the company is going
culture
“ Cultural facet provides a link between
brand and fire, particularly when they bear
the same name (IBM, Nestle, Sony etc)
Management
( Top management(CEO)
CEO BRANDING, Social capital)
Internal Media
(Middle managers, (TV, print, www
Employees ) Surveys)
External
(products-customers,
Geographical spread,
public, govt etc
Case in point: Culture at Pan Public Hotel Group
‘people Innovation’
Departments
E-mail: samluther2002@yahoo.com