Lecture 7. The Corporate Brand: An Organization’s Covenant. Objectives. An introduction to different branding types The characteristics of corporate brands Differences between corporate brands and product brands Differences between corporate brands and corporate identities
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The Corporate Brand: An Organization’s Covenant
MANAGEMENT middle manager CEO
RESPONSIBILITY middle manager all personnel
COGNATE marketing strategy/multi
COMMUNICATIONS marketing total corporate
MIX communications corporations
FOCUS/FOCI mainly customer multiple internal and
external groups and
VALUES mainly contrived those of founder(s)
+ mix of corporate
+ other sub cultures
Of particular importance to the establishment, maintenance, and comprehension of corporate brands are company personnel and company culture(s).
Moreover, corporate brands often boundary-span organizations.
Consider the Rolls Royce corporate brand. The Rolls Royce brand is, on the one hand linked to(a) an aero engines group, and (b) an automotive manufacturer. Two companies, sharing the same, quintisentially British corporate brand name: the latter is a subsidiary of the German automobile group BMW.
However, once a corporate brand has been established an organization’s identity elements need to be in alignment with the corporate brand covenant (the promise that is explicit in a corporate brand).
Particular reliance on corporate communications, and strong verbal and visual identifiers
Portability (can be bought, sold, and may be extended to other corporations, products, and services)
Financial value that may be independent of the corporation itself.
Example: General Motors.
Example: Jaguar, a subsidiary of the Ford Group.
The same principles relating the AC2ID TestTM can be applied to the AC3ID TestTM as shown on page 251 (including the REDS2 methodology for operating the model.
Note that the covenanted identity is depicted as a five pointed star OUTSIDE the original pentagon. This reflects some of the abiding characteristics of corporate brands in that they can be applied to:
other identities and entities
shared with other organization
have a life, reputation, and financial worth of their own.
THE AC3ID TESTTMSection V Exhibit One
C3 = Covenanted Identity
Balmer 2002 
This Latin inscription is used as one of the inscriptions on the rim of British pound coins.
To us it epitomizes the worth of another currency: that of corporate branding.