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Branding definition 88 Responses

Last post: 2 years, 11 months ago | Thread started: Sep 26, 11, 9:15 a.m.

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  • pressplay

    Quick question: In the English speaking world what’s the difference between "Branding" and "Corporate Identity"? Is one of the terms broader or can they be used synonymously?

    Sep 26, 11, 9:15 a.m. – Permalink
  • mikotondria3

    Branding is the cumulative outward character of the appearance of all aspects of a company including the experiences of all its customers at all levels, whereas Corporate Identity is the visual language it uses to attempt to establish and manipulate that brand experience.

    • Nice explanation..
      RumperChunk1/6
      < stops here.babaganush2/6
      yes.. might quote you in a meeting someday...vaxorcist3/6
      < end of threadmonospaced4/6
      sounds good.jon_d5/6
      oh awesome, I just top-the-headed that, too. Props to my Gingko and CoQ10 supplements.mikotondria36/6
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    Dog-earSep 26, 11, 9:20 a.m. – Permalink
  • vaxorcist

    Business to Consumer or Business to Business?

    I ask because I've gathered the concept of Branding is different between the two, where business-to-consumer branding is much more emotion / aspiration / ego / concept based, whereas business-to-business is more past reputation + hard-headed + salesperson + actual product based..

    • They are the same. The audiences are not.Morning_star1/4
      interesting... tell me more....vaxorcist2/4
      B2C and B2B are more focused on selling (advertising) Branding is the cumulative reputation to be adhered to by all.babaganush3/4
      you might help me win a longstanding argument with an account guy I used to work with.. he owes me a beervaxorcist4/4
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    Dog-earSep 26, 11, 9:25 a.m. – Permalink
  • pressplay

    thanks you two, my question would rather aim to business to consumer... I always understood "Corporate Identity" as the discipline that encompasses all aspects mikotondria3 mentioned (cumulative outward character) and "Corporate Design" as the visual language so I asked myself how "Branding" fits in... so I assume that "Branding" is the broadest of those terms and encompasses CI and CD

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    Dog-earSep 26, 11, 9:34 a.m. – Permalink
  • monospaced

    miko got it right and your question is one that is confused quite often. I think this presentation/book does a great job of explaining the whole thing:

    http://www.slideshare.net/coolst…

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    Dog-earSep 26, 11, 9:40 a.m. – Permalink
  • jon_d

    Any kind of identity falls into branding:

    http://disinfo.s3.amazonaws.com/wp-content/uploads/2010/04/ClarkKent.jpg

    corporate identity

    http://www.mikethefanboy.com/site/wp-content/uploads/2011/02/Christopher-reeve-superman-clark-kent.jpg

    superhero identity

    vote jon d.

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    Dog-earSep 26, 11, 9:40 a.m. – Permalink
  • pressplay

    thanks all for clarifying things, thread closed

    • beware, many people in the same company may have different definitions of these terms & not know it...vaxorcist1/2
      that's why it's so important to be confident of the true definitions when you speak about itmonospaced2/2
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    Dog-earSep 26, 11, 9:46 a.m. – Permalink
  • weldedturkey

    @mikotondria3 gave a great definition; a "brand" is basically the sum of all the parts, and a "corporate identity" is really just one part.

    However, "brands" are not limited to companies. The term is applicable to almost anything in present day; organizations, countries, cultural groups, countries, and even non-incorporated people have their own brands through social media.

    • "personal brand" is now a big deal, especially since social media profiles are the new normmonospaced
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    Dog-earSep 26, 11, 9:48 a.m. – Permalink
  • i_monk

    A corporate identity, like a corporation, can sit above multiple distinct and unrelated brands. Think of Unilever and its Dove and Axe brands. The corporate identity can be the skeleton a brand is based on, or the container than defines its outer edges and separates it from other brands, or both.

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    Dog-earSep 26, 11, 10:01 a.m. – Permalink

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