Term Paper: A Holistic Company or Organizational Brand

Sample Term Paper

Words 1,320

This is a term paper on a holistic company or organizational brand. The widest description of the three incorporates the entire organization. Here, branding includes all of the protected visual elements and intellectual property rights but must also include the culture.

The widest description of the three incorporates the entire organization. Here, branding includes all of the protected visual elements and intellectual property rights but must also include the culture, people and programs in place as all of these are significant in how one company marks itself as different from another. According to this approach  words “brand” and “reputation” as being very intimately related.

This third understanding of where a brand comes from indicates that the power of branding has a broad possibility than is often thought. The majority of branding strategies are methods with only the end user in mind. The common postulation is that a high profile brand will attract more buyers away from the competition, and the more these buyers are ready to pay compared to the price of a similar unbranded product will highlight how powerful that brand is. But to recognize branding in this simple-minded way is to overlook both wider benefits and potential weakness.

If a company has a strong organization brand with links of goodwill and strong presentation it is not only the consumers who will notice. Further than that, branding has an effect on staff, suppliers, and business partners, the trade, regulators and providers of capital all of which bear a financial impact. A well-positioned brand will attract and keep quality members of staff, often leads to better terms of business and lower discounts within the trade, and can lessen equity and borrowing costs.

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