ABSTRACT
This chapter argues that the widely held working assumptions, not so much held by marketing professionals as by those in a firm's middle and senior management. A firm's corporate brand has very little influence on the attitudes consumers hold for its product and service brands. Corporate brands operate in their own distinct domain and in no way spill over into the product and service branding environment. Marketing communications is a primary and significant driver of consumer preference and influencer of consumer purchase behaviour. It is anticipated that marketing communications immediately influence consumer preference and, thus, brand performance. It is, therefore, essential, when assessing the effectiveness of brand communications, not to limit the assessment to the effectiveness to product and service brand marketing communications but to extend the assessment to cover the marketing and corporate communication messages of corporate or divisional brands.
