Question

(a) ‘'Corporate identity has become a universal technique for promoting companies and improving corporate culture. ‘' Explain what you understand by:

(i) Corporate identity in marketing.

(ii) Corporate identity in the Sociological sense.

(iii) Corporate identity from an Organizational point of view.

(b) Definition of branding is:

The creation, development and maintenance of a mutually-valuable relationship with a strategically selected group of customers, through the medium of a fresh and compelling elaborated proposition that is delivered consistently over time.

(i) Why do you need to define your brand?

(ii) The brand should be defined according to 8 dimensions? List them with brief explanations.