Corporate Branding Explained | Wally Olins Framework

Corporate Branding is known as one of the most recent added element to corporate image management. Traditionally, when talking about managing their image, companies would only look at corporate identity, corporate image and corporate reputation. However, recently, the term corporate branding has gained traction in describing the way in which companies develop and build reputations with their stakeholders.

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Timestamps:
00:00 Intro
2:25 Branding Characteristics
3:29 Branding Model
3:47 Monolithic Identity
4:06 Branded Identity
4:24 Endorsed Identity
5:40 Fully branded Identity

Corporate Branding Explained | Wally Olins Framework : Video Essentials :
● branding is about building reputation with stakeholders, let’s see which are the most important characteristics in building a strong reputation.
● Wally Olins, who created the framework displaying the three types of corporate identities, monolithic, endorsed and branded.
● monolithic corporate identity refers to a corporate brand: a structure where all products and services, buildings, official communication and employee behavior are labeled or branded with the same company name.
● The fully branded identity refers to a structure whereby products and services are brought to the market each with their own brand name and brand values
● Endorsed branded identities refer to businesses and product brands that are endorsed or badged with the parent company name.

Mentioned Videos:
Brand Image and Identity: https://youtu.be/NkEctzULV8w
Corporate Identity Image Reputation: https://youtu.be/OGemaBbyOn8
Corporate Image Vision Culture gap: https://youtu.be/WyevRYLrxzw
More Marketing Videos: https://www.youtube.com/playlist?list=PLLLIW4PYFJISJPi3cbAq5qiij8T-FTucz
More Corporate Communication Videos: https://www.youtube.com/playlist?list=PLLLIW4PYFJITdFGCgku2bUbbi0KbYb7T_

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