Building a Brand

Published April 5, 2016 by Mayrbear's Lair


This week’s posts are centered on building a brand image. There are many components that define a corporate image to help it stand apart from a corporate brand name.  For example, in the past, many international travelers jokingly referred to the BA acronym of British Airways to mean Bloody Awful.  This was a reflection of the negative corporate image they developed due to the onslaught of consumer complaints that surfaced with respect to the incompetent manner in which the airlines operated and treated their customers. Our research provides a brief analysis on the topics of corporate images, their brand names, and the significant components that differentiate them.  In addition, our study will disclose how they are related and provide further examples to help illustrate these concepts.  The findings of our research concluded that even though brands names are assigned to goods or services, there are many components that make them stand apart from a corporate image and that ultimately, the unification of these two components, serve to effectively communicate what the company represents to help shape the attitude of their shareholders.


Corporate Image

One of the most significant components of a corporate image is that it communicates the benefits of a company’s goods and services that appeal to consumer emotions.  Ross (2010) explains that a corporate image should represent the following three components: (a) the company’s story, (b) their core purpose, and (c) the promises they make to consumers.  In short, a corporate image reflects the organization’s reputation that will ultimately live on in the memories of consumers.  To put it another way, a corporate image is what consumers say about a company, not about what a company says about themselves.  In addition, a corporate image can help shape and influence the decisions consumers make and the actions they take (Ross, 2010).  For instance, when many individuals think of a company like Denny’s, images immediately flood their head including tasty food, a welcoming atmosphere, and heartwarming family gatherings.  These images reflect positive experiences with the restaurant chain.  Positive emotions translate to feelings of joy and comfort which in turn produces loyal consumers.  Successful companies like Denny’s, Honda, and Nike provide excellent illustrations of companies that have established strong corporate images.  In fact, they have experienced unprecedented success because they all incorporate a mission as part of their corporate image.  These identify what the company stands for and are usually revealed in the tag lines of their ads to support the company image or brand.


Simply explained, a corporate image summarizes what the company stands for and the feelings they emote from their customers.  In addition, Vincent (2012) purports that equally important to a company’s image or brand, is that they keep the promises they make and deliver a powerful experience (Vincent, 2012).  For example, when people think of the Disney Company, many images and feelings are evoked depending on a person’s experience with the company or their family offshoots, like the Disney theme parks, or the many Disney movies that may have had a profound impact on them.  This is yet another example of how a memorable experience with an organization can influence consumer emotions in both positive and negative ways.  What an individual feels after their experience interacting with a company, whether happy, more confident, or embarrassment and defeat, are all components that help shape a company’s corporate image.  Companies that display consistent behavior, communicate clear messages, and keep their promises, can guide investments and grow substantially regardless of budget constraints or time crunches whether they are a startup, a nonprofit, or a big conglomerate like a Nike or Disney.


The negative feelings many people had about British Airlines, for instance, mentioned at the beginning of this post, presents another excellent case of the impact a tarnished corporate image can have on an organization as well as create new opportunities.  For example, this situational challenge in the airline industry was the catalyst that motivated The Virgin Company’s entrepreneurial giant, Richard Branson, to take action.  Out of frustration from his own travel experiences and banking on the stellar corporate image of the Virgin brand, Branson developed an offshoot company and launched Virgin Airlines.  He was able to recognize a problem that existed that many airlines did not want to address at the time: quality service.


Driven by fierce determination to tackle these issues, Virgin Airlines went on to become a huge success in the aviation industry.  In the meantime, Hatch and Schultz (2008) explain that British Airways used the negative publicity as incentive to make changes and by the 1990s, BA’s conditions improved significantly.  With the strategic help of marketing experts they were able to change those negative perceptions to reposition BA and turn their reputation around.  One of the strategies incorporated to achieve this goal was the development of a new tagline that focused on positive concepts that professed the company had become “the world’s favorite airline.”  Emphasizing the word favorite helped them devise a new corporate image and created a symbol that attracted consumers which helped put BA back in a dominant position in their industry (Hatch & Schultz, 2008).  By developing a new strategy BA was effectively able to communicate a new attitude that won back trust from consumers.

That’s it for today’s discussion. On Thursday’s post we will take a closer look at building a brand name. Until then … keep enhancing your leadership skills!


“Each one has to find his peace from within.” ― Mahatma Gandhi


2 organizational management business skills publications nov 2014

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Hatch, M., & Schultz, M. (2008). Taking brand initiative. San Francisco, CA: Jossey-Bass Publishing.

Ross, M. (2010). Branding basics for small business: How to create an irresistible brand on any budget. Bedford, IN, USA:

Vincent, L. (2012). Brand real: How smart companies live the

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