From brand to corporate brand

• Journal: Global Academic Society Journal: Social Science Insight, Vol. 1, No. 1, year 2008, pp. 22-30.
• Author(s): Jolita Rakickaitė
• Category: Social Science Insight
• Keywords: brand, corporate brand, added value of brand, development of brand

Abstract

Business environment is continuously changing; the reason of this is that business environment is strongly influenced by globalisation trends, greater competition challenges, and rapid change of innovations as well as increasingly demanding customers. Traditional marketing based on 4Ps becomes ineffective. Within the business environment changes, product lifecycle shortens due to quick-paced innovations, which means that there's fewer time to promote separate brands in the market. Decline of added value of a certain product brand as well proves demand for developing a corporate brand. Therefore the paper seeks to reveal significance of a brand and its created added value as well as corporate brand. The aim of the paper is to reveal transition from brand to corporate brand. Concept of brand and importance of corporate brand to organization are considered in the paper.