Provide a critical evaluation of the implications of corporate branding, both for companies and for consumers. Support your answer through analysis of relevant examples.
Approaching the question
Students are reminded that whilst some questions may very evidently refer
to a particular unit they are all designed to span issues across the entire
module. A full answer to the question will require reflection on the issues
that you have encountered throughout the module. It is important to bear in
mind that the content of your answer will depend on the argument that you
wish to put forward in answer to the question and not solely on the
concepts that the question explicitly identifies.
Students should bear in mind that the question is asking for two things:
evidence that you have read and understood the literature on corporate
branding (i.e. you can define the concept and explain its significance in the
context of branding more generally); and evidence that you can critically
apply that knowledge through an analysis of the implications of corporate
branding for both companies and consumers. The choice of examples is
important: try to choose one or more corporate brands that allow you to
offer a critical account of the approaches to and consequences of corporate
branding. You should not be simply describing these brands; rather, you will
be analysing them via the academic literature, in order to demonstrate that
the corporate brand has significance—for the company and the consumer—
above and beyond individual product brands.
Some questions to consider are: How does the corporate brand construct
differ from that of the product brand? What kinds of relationships do both
corporate brands and product brands involve, and how have these been
conceptualized? Who are the relevant stakeholders of corporate brands?
How do different types of relationships enhance corporate brands as well as
product brands? What functional and symbolic attributes do corporate
brands have, and how that is supported (or undermined) by constituent
product brands?
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