ABSTRACT
This chapter discusses that what constitutes corporate identity and corporate image and the difference between these two concepts. It defines branding and examines the concept of the corporate brand and Balmer's concept of corporate marketing. The chapter questions the various elements of good corporate branding practice and looks at two examples of corporate branding. It discusses how an organisation can rescue a tarnished brand. A brand is the value of a name of a product or company and affects people's buying behaviour. It is often called an intangible asset, although strong brands enable corporations to add price premiums, such as Heinz baked beans, which can retail for 68p against a supermarket's own label at 24p. Branding means everything that surrounds a company's offerings, and both rational and emotional elements underpin the most enduring brands. Brands are made up of a combination of physical attributes and emotional connotations and brand management is a complex business.
