ABSTRACT
The corporate brand is a business asset, which canand shouldbe managed over time in the same manner as any other business asset. The corporate brand is the result of managing all communications and messages emanating from a corporate entity. The next step is to measure those audiences who are most important to the success of the corporate brand. If the corporate brand is everything the company says and does, then managing the trust points with every key constituency is of paramount importance. The brand provides everyone in the organization with a common goal. To express the essence of the whole corporation, a corporate branding program must influence all forms of corporate communications: corporate advertising, brand advertising, media relations, investor relations, customer service, employee communications, and more. The synergistic effect of advertising, web presence, internal branding, promotion, and public relations is very powerful.
