The Impact of Corporate Culture on Branding

16 Apr

A clear , desirable, and distinctive product/brand positioning message is essential for companies to be successful in today’s competitive marketplace.

What is sometimes under-appreciated is how crucial the corporate culture is in establishing and maintaining the correct product/brand position in consumers’ minds.

Take a look at this infographic for an innovate perspective on this from masters-in-marketing.org. Click the infographic for a lot more background information.
 
Corporate Culture
Source: Masters-in-Marketing.org
 

15 Responses to “The Impact of Corporate Culture on Branding”

  1. Tommy Murphy April 16, 2014 at 8:21 pm #

    It was very crafty the way this poster chart was but together. As far as Harley Davidson is concerned they need not waste excess money on marketing gimmicks and media. Other than the u.s.m.c. It’s most common logo tattooed. That’s brand loyalty and people who ride Harley’s aren’t interested in what other bikes are out there. For the 1%ers, the out law motorcycle gangs, riding a b.m.w motorcycle would be blasphemous. I have yet to see anybody with an apple tatto.

  2. Zheng Wang April 17, 2014 at 2:46 pm #

    People working in a diverse environment could help come up with more interesting ideas and a flexible working environment will increase the creativity of the employees and decrease the pressure on them. The consumers will like the products they make and feel very satisfied.

  3. Abhishek Jha April 18, 2014 at 5:56 pm #

    It makes a lot of sense as to why the corporate culture would impact the brand image. It could be seen a bit like the chicken and egg conundrum. What a brand stands for, speaks to consumers and then attracts potential employees who relate to that image. And then the employees at the company, influence the product and marketing in a way that further strengthens the brand image. What the company stands for should reflect in their culture so that there’s no need for the brand to ‘fake’ an image, rather it becomes easy for them to express what they stand for. And this genuineness can be sensed by the consumers over the long run.

  4. Wallis Granat April 19, 2014 at 1:14 pm #

    Branding is extremely important as the chart shows. It also shows how if employee’s are happy, consumers will be too. Advertising products is a big way companies promote their product. In the 30 second clip that is played on television they are trying to show consumers what their life could be like if they buy the product or service. For many, this is appealing. I think for many people they continue to shop at the same places because they get comfortable with what they have and don’t want to change.

  5. Glorya Henley April 19, 2014 at 3:52 pm #

    Corporate culture may be a bigger impact on brand image than consumers really know. Many companies agree that employee satisfaction leads to customer satisfaction. This happens when management makes sure that their corporate culture reflects the brand image they want to have. Encouraging creativity and innovation in a relaxed environment works wells with companies like Google who give time for creativity and open meetings. Companies should use standards and procedures to ensure that every employee feels like they are a representation of the company’s brand image.

  6. Rebecca Yang April 19, 2014 at 5:19 pm #

    Corporate culture helps marketers to deliver their brand image to customers. People now often check the brand history and company culture of goods before they do purchase. They always assumed that a rich corporate culture will definitely deserve a company to run a good brand in long term. Besides, a clear corporate culture can also guide employee to do the right thing at the right time. It exert a great impact on employee management, telling people what should to do or not depending on whether it is in accordance with corporate culture.

  7. Nina Rossiello April 20, 2014 at 11:31 am #

    I definitely believe corporate culture can impact a company’s marketing. A positive corporate culture shines through the company’s marketing, as easily seen for Google. I don’t think there are many people who wouldn’t absolutely love to work at Google. The atmosphere just seems to be free, open, and inspiring. Personally, I get this feeling just from seeing commercials and small advertisements from Google. For Harley Davidson, like Tommy said, it is brand loyalty. People who ride Harley are committed to Harley. The riders are looking for the joy and freedom, rather than the image or the speed. I honestly believe that even the workers are committed to Harley and truly love the brand and company.

  8. Lingna Yi April 20, 2014 at 5:46 pm #

    In my point of view, corporate culture is like the spirit of an organization or a company. It not only lead the development of an organization, but it also direct the daily business of a company. Meanwhile, corporate culture can help an organization to build its image among consumers. But culture is also a complex notion and it’s not easy to acquire in a short term. So basically, if an organization has a clear and explicit corporate culture, it has already developed into a big business. Additionally, corporate culture can influence the ethical and practical behavior of its employees.

  9. Evelyn Velasquez April 23, 2014 at 6:35 pm #

    Corporate culture is a good way for brands to distinguish themselves and allows people to understand what the brand is all about. The more people relate to a brand and share the same beliefs and ideas that surround a brand, the more attractive it becomes and this can lead to the creation of long-term customer allegiance. An important point stated in this infographic is that corporate culture is the only sustainable way for companies to beat out competition. “Given enough time, and money, your competitors can duplicate almost anything you can do.” A brand’s culture, however, is something that cannot be replicated. It is interesting to see how each of the brands presented here have their own distinct characteristics, such as Google and the services that it provides to its top employees.

  10. Li Jiang - MKT 249 May 4, 2014 at 9:20 pm #

    It is true that for those famous brand in the world, there is always a common thought toward such brands and such image basically defined the positioning of the brand. Therefore, to those small start up companies, it is important for them not only market themselves with a certain product idea, but it also trying to build a certain brand cultural t o maintain its long term brand loyalty.

  11. Xiaohan Sun -MKT249 May 11, 2014 at 11:00 pm #

    This chart is helpful to understand how important of creating culture of a brand. Google is a successful valuable brand can attract so many talents around the world. Positioning brand is really important because different brand cultures make products distinct with others.

  12. Xiao Liu-MKT249 May 12, 2014 at 11:22 am #

    Positioning! As for a brand, it is really important for the positioning because different brand cultures make products various. For People working in a diverse environment, it’s the same thing. People are like products, the right positioning: what type of person and what you try to make everybody else know on you most make each person unique. Corporate culture may be a bigger impact on both people and products.

  13. theroyalbengalitiger May 12, 2014 at 5:22 pm #

    Corporate culture is very important for a company because it sets the tone of how front-line employees communicate with consumers. When the employees of the company believe in the values of the company, it is easier to communicate that brand message to the consumers.

Trackbacks/Pingbacks

  1. The Impact of Corporate Culture on Branding | M... - April 16, 2014

    […] A clear , desirable, and distinctive product/brand positioning message is essential for companies to be successful in today's competitive marketplace. What is sometimes under-appreciated is how cru…  […]

  2. How Branding, Differentiation, Positioning, and Corporate Identity Concepts Differ | Evans on Marketing - October 12, 2014

    […] differentiation, positioning, and corporate identity from several vantage points (see, for example, 1, 2, […]

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