CORPORATE BRANDING AND CORPORATE ASSOCIATIONS

It is generally agreed that a strong brand can be a valuable asset, yielding sales and profits over what would be achieved by a similar, generic product, and that marketing plays an important role in creating that value through its influence on consumer behavior. However, to the outsider branding and the practice of marketing can seem complex, obscure, and sometimes faddish. In part, that is because, unlike the physical sciences, some of the basic principles have yet to be fully understood and agreed.

SUFFERING FROM A LACK OF CONSISTENCY 

Today, there is still debate in both professional and academic circles as to how marketing really works, and, unlike science or the law, the language of marketing is often ill-defined and open to interpretation. As a result, practitioners are free to create their own paradigm of how marketing works and what marketing activities will be most effective. To better manage the marketing process, many large companies have implemented their own marketing frameworks, practices, and protocols. However, while these frameworks may share many commonalities, they often differ in terms of execution and terminology, which makes it even harder to the outsider to figure out what marketers are talking about.

 TO BE CONTINUED...