By chrales kulwa n reg no 42688

Marketing the corporate brand

Corporate branding is defined as the sending of cues to create a favourable reputation (Mathius and van Bruggen 1998). Marketing is defined as the process involved in selling goods. This can be broadened to include selling the organization, the corporate brand. Communication tools are used in marketing the corporate brand. Brand building activities aimed at special stakeholder groups include government relations, community relations, and financial relations. Organizations may have specialist who deal with these stakeholder group and use a broad range of communication and so on. Corporate outreach programs are also part of these activities

Mc Donald is particularly good at community outreach programs, but this is not very well known part of their corporate branding. Considering the constant attacks suffered by this organization from anti globalization groups, it would seem that these activities, if known, could help the reputation of the organization

Corporate advertising is a term given to pay for message placed by the organization telling about the organization, not necessarily its products. These may include image advertising, advocacy or issues advertising and cause related marketing. Examples of image advertising are general image or positioning ads that announce plant openings, new identities, and innovation. This area also encompasses sponsorships of sports, broadcast and music. Rolex sponsors golf tournament such as the masters and the British open and regularly advertise that they do so. Although the product is often pictured, the advertisement is about their sponsorship. Recruitment ads for employees also fall into this category. 

Deloitte & touché have as a goal to be the most preferred company tom work for by graduating business school students. They therefore use considerable resources marketing the company towards this market, including advertising in student’s newspapers and sponsorship different events at schools. Similar, advertising towards the financial sectors is way to release information on financial results, to generate investments’ and is often used as a defence against a takeover

Advocacy advertising is away for the organization to communicate their position on public issues that are connected with their business activities, .this may include taking a position on social or business issues, resolving misunderstanding or countering a  negative editorial. In the 1970s this was a popular method used by energy companies to try to persuade the American public not to listen to the government who wanted to institute regulations and environmental controls. 

Nike and other companies use this type of advertising today to defend themselves against accusations of producing their products sweatshops. Shell and its profits and principles campaign is currently probably one of the largest campaigns of this type. The company would like consumers and other groups to believe that the company does it utmost to protect the environment, work with local population, and have an open dialogue with their .stakeholders. Ford and Rolex take a slightly different tack. Both organization give out ward to individual for personal excellence, either for environmental work or helping humankind. Companies then advertise the granting of these awards in the media that features