Concept information
Preferred term
corporate branding
Definition(s)
- Corporate branding (sometimes referred to as corporate marketing) is defined as the application of typical branding constructs found in marketing to the entire organization, that is, the organization itself becomes the brand—the corporate brand. It has also been defined as the process of creating and maintaining a favorable reputation of the organization and its various components, by sending signals to stakeholders using the corporate brand. [Source: Encyclopedia of Public Relations; Corporate Branding]
Broader concept(s)
Belongs to group
URI
http://data.loterre.fr/ark:/67375/N9J-RZLRQH2P-9
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