Practical Framework for Corporate Branding

with a focus on concept clarification of Corporate Identity, Corporate Brand and Corporate Reputation

Abstract

In recent years, while interest in corporate branding has increased, many companies have struggled in implementation. This paper attempts to clarify related concepts – corporate identity, corporate brand, and corporate reputation – and propose a practical framework for corporate branding. Corporate branding is defined as the process of managing an organization's identity, and its purpose is to establish favorable reputations with stakeholder groups upon which the organization is dependent. Based on this definition, the role and methodology of corporate branding are discussed.