The corporate brand

THE CORPORATE BRAND: HELP OR HINDRANCE?

Submitted to: submitted by:Dr. Sunita Dwivedi Md Atiullah Khan

Sachin SinghVikash KumarAsheesh KumarNeha kumari

A company applying its name to a product

The product and the company name become the brand name

Corporate branding

Branded Identity

Monolithic Brand Identity

Endorsed Brand Identity

Tata

Cadbury

Apple

There was no denying the obvious scale efficiencies Lilypad could create by putting all its properties under one brand.

Positive aspect of corporate branding Economies of scope: Since one

advertising campaign can be used for several products

New product acceptance: Potential buyers are already familiar with the name

Creates simplicity: The ultimate identifier of the corporation

Negative aspect

Corporate branding is not limited to a specific mark or name

Branding can incorporate multiple touch points

These touch points include; logo, customer service, treatment etc.

Any means by which the general public comes into contact with a specific brand constitutes a touch point that can affect perceptions of the corporate brand

Synoptic View

• CEO Andre Clearly is faced with a tough decision

• Create a corporate brand for his chain of exclusive hotels

• As proposed by Abigail his VP of sales and marketing

• Or leave the hotels as individuals not united by the corporate brand Lily pad.

• Core problem – Should Lily pad's Hotels Be Marketed Under the Corporate Brand or Their Own Brands?

Expert advice

Horst Schulze CEO and

president of the West Paces Hotel Group in

Atlanta

Lilypad should promote the corporate brand It would add more value to the individual properties Lillypad doesn’t have to compromise its smaller

hotels or change the individual experience by putting the Lilypad name on it.

Lilypad can continue to make location-specific promises, but by adopting the new branding strategy, it can also emphasize consistency across the collection – good water pressure, a hook beside the shower, an outlet near the ironing board.

“At Liz Claiborne, we face similar branding issues and decisions. Juicy Couture and Lucky Brand Jeans both hail from Los Angeles, but they have little else in common. One is sexy, girly, L.A. chic.

The other is authentic, cool, and rooted in rock and roll

Both benefit from the resources that being owned by a large organization can provide, but neither is marketed under the Liz Claiborne label.”

I agree that this is true, but I do not think it pertains to the hotel industry.

Hotels are branded by luxury, comfort, and experience

If all of the hotels offer a one of a kind experience but in different ways, linking them together wouldn’t have a negative affect

I think it would make the company stronger and attract new clients and as well as keep old

Jill GranoffExecutive vice president of direct brands at New York - based Liz Claiborne Incorporated

Mr. Keller’s advice is that “Lilypad’s brands are quite distinct in customers’ minds – that’s their greatest strength.

So instead of making significant and observable changes in the rooms themselves, Lilypad’s management team should emphasize changes behind the scenes to help boost the company’s cross-sell numbers.”

He says that by doing soft endorsements like the brand on the hangers might work over time, but they need to utilize what they have such as the internet and travel agents.

Putting their Lilypad name on everything could have a negative impact

Kevin Lane Keller

E.B. Osborn Professor of Marketing at Dartmouth College’s Tuck School of Business

Mr. Frampton’s advice is that the company needs to examine the brand through customers and culture. I agree with Mr. Frampton.

I think that Andre isn’t clear on what he expects from the brand. At the beginning he wants one thing, and by the end he wants another.

If he breaks the brand into two categories, like Mr. Frampton suggests, he can clearly define what he wants to do and where he wants to go with the brand.

Jez FramptonGlobal CEO of Interbrand, a consultancy based in New York

conclusion

Understanding the frame of reference within which a company’s brands work, and addressing the features that brands have in common

A frame of reference signals to consumers the goal they can expect to achieve by using a brand.

Certain points of parity must be met if consumers are to perceive your product as a legitimate player within its frame of reference

A distinguishing characteristic that consumers find both relevant and believable can become a strong, favorable, unique brand association, capable of distinguishing the brand from others in the same frame of reference

A final major consideration is to ensure that the frame of reference, points of parity, and points of differentiation are internally consistent at all times

Thank you