ABSTRACT
The corporate brand reflects the organization that will deliver and stand behind the product or service offering that a customer will buy and use. It must be 'an explicit covenant between an organization and its key stakeholder groups'. A corporate brand can potentially find differentiation in the organizational associations. The reason companies with heritage should use it is to take advantage of differentiation that is valuable for all stakeholders. The brand value is transmitted by the employees as they are the interface between the organization and its stakeholders. Values should be built into the brand, expressed through behaviour and reflected in communications. Corporate branding goes beyond product branding by ignoring product features and focusing on well-defined values. A product brand is managed by the marketing and brand manager. It is the responsibility of and communicated by the marketing department. Corporate brands that originate in the USA dominate global markets according to most of the valuations performed on brands globally.
