Nowadays, companies are focusing more on creating the corporate image of the product, rather than publicizing singular product brands.
Today, it’s highly appreciated that companies act in a more humanistic way and less as senseless organizations. It’s no longer sufficient to just produce and sell good products. Consumers want to know the history and intention behind the brand.
In addition to building a strong and lasting relationship with consumers, who will become faithful representatives of your products, providing the corporate with directions of the chosen path, the expected future services you offer and your attitude.
Apart from the marketing advantage of creating a firm story, focusing on the parent brand can help in the following ways:
• Sharpens acceptance of the offering’s worth. The smart marketing departments act based on the simplicity and uniformity that helped some companies to succeed like IBM, Federal Express and Apple. This case helped them in managing some messages, names and identities. Every one of these associations have jumped into different regions; however, they planned it very well through organized strategies without killing the original brand but they evolved with it as the business spread.
• Builds up employee’s ego. Today employees have become less devoted to their work than they used to be. On the other hand, the identity of the employees and the employers is becoming more influenced by the brand they have created. Creating a clear corporate story that is known among employees and managers is equally important to a thrilling story for product brands
• Decreases risking the reputation. Handling the problems caused from reputation lead to bigger expenses and the products that have a solid identity will smoothly go with the flow and come up with effective results.
• Mergers and acquisitions activities rise. Both buyers and sellers are influenced by the financial markets. Studies have shown that a solid corporate brand increases its worth and the product can also highlight the quality and authenticity of the income, and the expected progress of the company. The financial ability for a company to quickly buy another company and merging it with the parent company generates interesting collaboration.
Companies who are going through these changes consider the following questions: how steady is the corporate brand today? Are the products and services sold becoming stronger? Is the corporate story depicting the real image of your team? Can your parent brand story lead you to the next level of success? Make these questions your guide as you move your corporate brand to the next level.