Brands, Reputation, and Corporate Identity

This chapter analyzes selected aspects of the strategic management of brands, reputation, and corporate identity. Brand image may be used to establish and to communicate the qualities of difference, uniqueness or appropriateness that identify the product or service and differentiate it from its competitors. A brand is established when a branded item sells for more than a functionally equivalent product. Kay describes five key functions of brands which include: quality certification, consistency and continuity, recipe, and formulation or specification. Global brands are products or services that are supplied on an international or global basis under a common brand identity. Corporate identity can then be used effectively to differentiate the organization from its competitors, and to communicate to the customer the benefits of trading with it. The development and communication of corporate identity may give rise to favourable external perceptions.