CORPORATE BRANDING AND ITS PERVASIVE INFLUENCES
YEO EE LIAN JASMINE
YEO EE LIAN JASMINE
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Abstract
Corporate Branding has indeed come a long way since its first inception and conceptualization. And it has progressed to a state of which its pervasive influences may be felt in our daily lives. From mere subconscious 'brain-washing' function of advertisements back in the old days, to a more complex whole corporate 'make-over' imaging process, to meet the needs of an increasingly well-educated and discerning clientele-base of today.
According to the survey which was carried out, findings indicate that though corporate branding exists in the Real Estate Industry, many are still unaware of corporate brand names. This shows a lack of public's awareness for the corporate branding efforts, perhaps branding efforts are not comprehensively carried out or erroneously understood in the Real Estate Industry.
In my discourse to follow, I will seek to examine the workings of corporate branding and how it is used to persuade consumers towards the products and services of a particular brand. Not to be mistaken as passive, consumers actively use brands to help them in their decision making process.
A highly successful and powerful brand can be created through comprehensive, competent and careful planning and delivery. And the reason why many firms pay great attention to their corporate branding strategy could only be because they are aware of the pervasive influences of branding and they recognize the tremendous benefits that corporate branding can bring.
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2000
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