- Last post
- 8 Responses
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?
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.
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_star
- interesting... tell me more....vaxorcist
- B2C and B2B are more focused on selling (advertising) Branding is the cumulative reputation to be adhered to by all.babaganush
- you might help me win a longstanding argument with an account guy I used to work with.. he owes me a beervaxorcist
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
thanks all for clarifying things, thread closed
@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.
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.