Corporate branding is the process of establishing a new products credibility by associating it with a reputable company.

Corporate branding is extremely important to the success of new products. The main reason companies use corporate branding is to increase awareness about a particular product and create brand recognition for that product.

COMMUNICATION: corporate branding is the way it facilitates communication between a company and its customers. Corporate branding generally makes use of trademarked images and slogans, each of which is carefully selected to convey the company's image of itself and its preferred way of appearing to customers.
By using corporate branding with a successfully marketed product, a company can familiarize consumers with its products and may create brand loyalty.

 SIMPLICITY:

Corporate branding allows a company to employ a single marketing strategy across all of its divisions or products. There is less of a need to develop individual branding strategies for specific products. For example, a technology company may brand itself as forward-thinking and innovative.

If a product or service experiences a negative event, that will get attached to the brand. For example, a massive recall or unintentionally offensive ad campaign can tarnish a companys brand and image.

The main disadvantage of this Corporate Branding Strategy is that, when all the products having the same corporate brand name are promoted through single advertisement, the unique characteristics of every single products are not properly highlighted.

A strong corporate branding strategy can add significant value in terms of helping the entire corporation and the management team to implement the long-term vision, create unique positions in the market place of the company and its brands. Hence a corporate branding strategy can enable the corporation to further leverage on its tangible and nontangible assets leading to branding excellence throughout the corporation. There are different types of Corporate Branding Strategies

Branded identity : when a company uses different brands for their products that function independent from each other .If a brand is involved in a scandal it will only damage that brand, and will not hurt the other brands of the company. Ex- Pepsi co
Endorsed brand identity: when an organization has a group of products or companies that it endorses with a group name and a common identity. ExCadbury Monolithic brand identity: when a company uses only one name and one style for all it products, the strength is the simplicity and the potential for growth. Ex- Apple

Lilypad is a hotel management company It manages 12 boutique hotels and resorts worldwide each with a brand name and identity different from others. All the hotels under contract with Lilypad reflects local culture and tastes. Each came with its own set of intangibles and its own sense of place. The companys larger rivals took a different approachcreating consistent and predictable, but still upscale, customer experiences across all the hotels in a chain.

Customer Visit To Other Properties

Missed Opportunities
Limitation Of Current Strategy Usage of other Corporate branded Hotels

 Customers

Visit to Other Hotels: Customers loyal to one of Lilypads individually branded hotels rarely visited other properties in the group. In the past year, only about 5% of all visitors stayed at companys other properties. of Other Corporate Branded Hotels: hotels like the Four Seasons and the Ritz-Carlton enjoyed annual cross-property usage rates of 10% to 15%.

Usage

 Limitations

of The Current Strategy: The current strategy of Lilypad Hotels limited their ability to serve existing customers more efficiently and compete effectively to attract new visitors

 Property

owners may not want to forfeit their well established names to a management companys brand of Lily pad's properties have successfully created a strong set of intangibles that resonate with their customers. the Lilypad name has more or less equity than the names of the individual hotels

Many

Whether

 Company

would need to undertake a large-scale, costly initiative to put its name front and centre.

Ultimately, the financial risks may outweigh the potential rewards.

confuse and potentially turn off customers.

Would

classic brand, would contemporary image.

hurt

these

brands

Create Long Term Value

More Efficiency

Reasons For Corporate Branding

Greater value to existing

Reliability

 Powerful

corporate brand helps to create long term value of their properties. strong name provides greater value to companys existing business. in reliability in the mind sets of the customers and will be able to attract more travelers.

The

Results

Also

the company becomes more efficient about cross promoting the hotels in its collection, and buying supplies in bulk.

clear picture of the brand representation is required. step is to build a brand promise, which offers different experiences but must meet overall expectations of the customers. much changes are required to be done in the hotel rooms

Next

Not

 Market

research will help the managers in understanding his guests, their switching costs and present market conditions.
they can continue to make location specific promises. the new strategy will help emphasize on consistency.

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And