Branding definition 88 Responses

Last post: 1 year, 8 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 thread– monospaced4/6

    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 beer– vaxorcist4/4

  

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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…

  • it does– pressplay

  

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

• jon_d

  Any kind of identity falls into branding:

  

  
  corporate identity

  

  
  superhero identity

  vote jon d.

  • I’ll do– pressplay

  

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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 it– monospaced2/2

  

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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 norm– monospaced

  

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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