Corporate branding and house branding
Executive Summary
The purpose of this report is to analyze a corporation’s “corporate branding strategy” and “house branding strategy” then provide some recommendations. In recent business world, brand strategies are becoming increasingly important for a corporation because of fierce competition. Almost all the companies are paying attention to improve their brand strategies to attract more customers and keep customers loyal. Corporate branding and house branding are regarded as two important strategies for many corporations. This report will introduce these two concepts then analyze two theories associated with these two concepts. The first theory about corporate branding is to use Corporate Social Responsibility to enhance corporate reputation. The second theory about house branding is to use service quality to enhance the perceived quality of private label brands. After introducing the two theories, an example (Yum! Brands) will be provided in order to critically analyze these theories. The conclusion of this report is that Yum! Brands successfully built a good corporate reputation by using brand social responsibility. In addition, the house branding strategy of Yum! Brands is also successful. Three recommendations will be provided at the end of this report.
TABLE OF CONTENT
1 Introduction.............................................................................................3
2 Theories and concepts.............................................................................3
2.1 Corporate branding...............................................................................3
2.1.1 Definition...........................................................................................3
2.1.2 Theory................................................................................................3
2.2 House branding.....................................................................................4
2.2.1
The purpose of this report is to analyze a corporation’s “corporate branding strategy” and “house branding strategy” then provide some recommendations. In recent business world, brand strategies are becoming increasingly important for a corporation because of fierce competition. Almost all the companies are paying attention to improve their brand strategies to attract more customers and keep customers loyal. Corporate branding and house branding are regarded as two important strategies for many corporations. This report will introduce these two concepts then analyze two theories associated with these two concepts. The first theory about corporate branding is to use Corporate Social Responsibility to enhance corporate reputation. The second theory about house branding is to use service quality to enhance the perceived quality of private label brands. After introducing the two theories, an example (Yum! Brands) will be provided in order to critically analyze these theories. The conclusion of this report is that Yum! Brands successfully built a good corporate reputation by using brand social responsibility. In addition, the house branding strategy of Yum! Brands is also successful. Three recommendations will be provided at the end of this report.
TABLE OF CONTENT
1 Introduction.............................................................................................3
2 Theories and concepts.............................................................................3
2.1 Corporate branding...............................................................................3
2.1.1 Definition...........................................................................................3
2.1.2 Theory................................................................................................3
2.2 House branding.....................................................................................4
2.2.1
References: Fombrun, C. and Sever, J. (2000), “The reputation quotient: a multi-stakeholder measure of corporate reputation”, The Journal of Brand Management, Vol. 7 No. 4, pp. 241-55. Andrew, S. and Daniel, C. (2007), “Green to Gold”, Soundview Executive Book Summaries, Vol. 29 No. 1, pp. 314-50. Paul, A. and Bob, D. (2004), “Reputation and the Corporate Brand”, Corporate Reputation Review, Vol. 6 No. 4, pp. 368-74. Min-Hsin, H. (2009), “Using service quality to enhance the perceived quality of store brands”, Total Quality Management, Vol. 20 No. 2, pp. 241–52. Kirmani, A. (1990), “The effect of perceived advertising costs on brand perceptions”, Journal of Consumer Research, 17(2), pp. 160–71. Kirmani, A. And Wright, P. (1989), “Money talks: Perceived advertising expense and expected product quality”, Journal of Consumer Research, 16(3), pp. 344–53. Collins, C. and Lindley, T. (2003), “Store brands and retail differentiation: The influence of store image and store brand attitude on store own brand perceptions”, Journal of Retailing and Consumer Services, 10(6), pp. 345–52.