Marketing professionals accept the value of strong corporate branding
but many feel it is still under-exploited, according to a new report.
Transparency and the Corporate Brand was based on a survey of 60
executives, five from PR, at last year’s Marketing Forum. Compiled by
Burson-Marsteller and Landor Associates, it reveals that Virgin’s brand
is rated most highly, followed by Marks and Spencer, Coca-Cola and
Almost 80 per cent of participants felt their company’s corporate brand
management could, or should, be more closely linked to its marketing
strategy and less than half considered their visual identity was very
consistent across corporate or product brands.
Jane Ferguson, Burson-Marsteller MD, marketing, said the survey showed
that marketers recognised there was more to corporate branding than
‘putting a corporate logo everywhere and hoping it will stick’.