1. Corporate Branding
and the Effect it has on Business
By Bryan Calabro

2. What is a corporate brand?
• A corporate brand represents the
image and essentially the message a
consumer receives from a company
• Single or multiple points of attack
• Logo, color, type treatment, product
packaging, advertisements, stationary
• Quality of the product and or service
^Investopedia.com

3. Context of the problem
• Branding is often overlooked
•“Consumers can form explanatory
links and favorable perceptions of fit
when parent brand associations are
salient and relevant in the extension
context, e.g., when dominant parent
brand associations and the brand-to-
extension relationship are
consistent.”
^Bridges, S., Keller, K., & Sood, S. (2000). Communication Strategies for Brand Extensions: Enhancing
Perceived Fit by Establishing Explanatory Links

4. Justification for research
• Branding is often overlooked
• Highlight the relationship between a
brands and the effect they have both
positively and negatively on business
• A base for experiments done on
effective brand strategies for
companies or universities
• Every successful product has a
successful brand image

5. Review of related literature
• Communication Strategies for Brand Extensions:
Enhancing Perceived Fit by Establishing Explanatory
Links
• Colors, Brands, and Trademarks (Cadbury Brand)
• Executive Insights: Integrating Branding Strategy
Across Markets: Building International Brand
Architecture
• Establishing the Charles Kennedy Brand: A Strategy
for an Election the Result of which is a Foregone
Conclusion
• Evaluative Conditioning Procedures and the
Resilience of Conditioned Brand Attitudes

6. Communication Strategies for Brand Extensions: Enhancing
Perceived Fit by Establishing Explanatory Links
• Perceived fit of a brand extension results
when consumers can establish
explanatory links that connect the parent
brand
• Explanatory links are created when
noticeable parent brand associations are
seen as relevant in the extension context
• Salience and relevance of associations
depends, in part, upon the dominant
parent brand associations Ex. Just Do it

7. Colors, Brands, and Trademarks (Cadbury Brand)
• Legal aspects of registering trademarked
• Legal problems can arise in terms of establishing
the distinctiveness of a particular color
• Many methodologies used to support claims of
distinct brands are noted in research
• Comparison of three alternative methods is
presented, showing results in the case of an
association between the candy firm Cadbury and
their particular shade of purple
• Advantages are a brand being known are
discussed

8. Evaluative Conditioning Procedures and
the Resilience of Conditioned Brand Attitudes
• Evaluative conditioning, or the pairing of a
brand name product with a positive to change
brand attitudes
• The brand attitude changes happens either by
establishing a memory link between the brand
and a positive
• Eliminate interference from external
information in regards to the brand and use
moral persuasion tactics for brand trust
• Repeatedly affecting a person with a brand
image has been shown to link the brand to that
mood

9. Establishing the Charles Kennedy Brand: A Strategy for an
Election the Result of which is a Foregone Conclusion.
• Eliminated after further research
• Outlined history of the UK Liberal Democratic
Party
• How the strategy for the General Election
campaign evolved within the party
• Traces the presentation of Charles Kennedy
MP as the new leader of the Liberal Democrats
• The allocation of campaign resources and key
events impacting upon the campaign

10. Research questions and hypothesis
Q1:
Does a corporate brand play a role in
the success of a business?
H1:
A corporate brand plays a significant
role in the success of a business
because the brand represents the
message of a company.

11. Methodology used
• Textual Analysis
- Evaluate level of effectiveness
(of brands overtime)
• Note reasons for impact to business and
society as a whole
• General examination of meaning
- Burkean Analysis’s Dramatistic Pentad
Examining the act, scene, agent,
agency and purpose
Why are brands necessary?

12. Methodology used (cont.)
• EbscoHost database used to obtain five
peer reviewed, scholarly journal articles
in regard to different aspects of the
corporate branding spectrum
• Each of these articles had a significant
focus regarding brand
• Three corresponding articles were
chosen because they covered the
relationship of color, a perceived fit of a
parent brand using explanatory links and
because they dissect the process of
conditioned brand attitudes overtime

13. Methodology used (cont.)

14. Results:
Colors, Brands, and Trademarks: Cadbury Brand
• Color trademarking
• “Although initially developed as an
identifying device, trademarks also
simplify a consumers purchase process.”
• Trademarked brand becomes a
description of what the product it is, it
may fall into the generic category
although even when it is already
trademarked (Ex. Scotch Tape)
^Hoek, J., & Gendall, P. (2010). Colors, Brands, and Trademarks. Journal Of Advertising Research,
50(3), 316-322. doi:10.2501/S0021849910091476

15. Results:
Colors, Brands, and Trademarks: Cadbury Brand (Cont.)
• “Over the last decade, several companies
have registered colors as trademarks
after demonstrating that a particular color
has become consistently linked with a
specific brand this it has acquired a
secondary meaning.”
• Courts found consumers might use a
color to identify products where
trademarks were undistinguishable (Ex.
Qualitex)
^Hoek, J., & Gendall, P. (2010). Colors, Brands, and Trademarks. Journal Of Advertising Research,
50(3), 316-322. doi:10.2501/S0021849910091476

16. Results:
Colors, Brands, and Trademarks: Cadbury Brand (Cont.)
• Color-card method
• The color purple was strongly associated with
the Cadbury brand and few other respondents
cited purple with any other brands
• A color-wheel method
• All three existing brands had strong
associations with the colors that dominate their
packaging
• Choice modeling method
• Cadbury-purple brand/color combination had
the highest utility in the choice-modeling
analysis, indicating that other brands were less
attractive
^Hoek, J., & Gendall, P. (2010). Colors, Brands, and Trademarks. Journal Of Advertising Research,
50(3), 316-322. doi:10.2501/S0021849910091476

17. Results:
Communication Strategies for Brand Extensions: Enhancing
Perceived Fit by Establishing Explanatory Links
• “ Any parent brand association, including category,
brand concept, or brand-specific associations, can
connect the parent brand with an extension and
serve as a basis for a perceived fit.”
• Brand was described as a memory with dominant
inner meanings and symbolism with consumers,
attributes, benefits and image/graphic related
associations
• Conceptualized the cementing of a good brand in
memory by its relationship to a certain attribute,
benefit or image-related association
^Bridges, S., Keller, K., & Sood, S. (2000). Communication Strategies for Brand Extensions: Enhancing
Perceived Fit by Establishing Explanatory Links

18. Results:
Communication Strategies for Brand Extensions: Enhancing
Perceived Fit by Establishing Explanatory Links (Cont.)
• There is a a perceived fit between a parent
brand and a consumer’s attitude when they
evaluate a new product
• If a product is bad, it negatively impacts the
parent brand and ruins the reputation of the
brand identity and brand trust
• “Brand associations by definition can be any
association linked to the brand in memory,
including attributes, benefits, users, packaging,
pricing, etc.
• Ex. Tiffany’s Jewelry
^Bridges, S., Keller, K., & Sood, S. (2000). Communication Strategies for Brand Extensions: Enhancing
Perceived Fit by Establishing Explanatory Links

19. Results:
Evaluative Conditioning Procedures and the Resilience of
Conditioned Brand Attitudes
• “Evaluative conditioning is evidenced by an affective
response to an initially neutral conditioned stimulus
subsequent to its pairing with a valence
unconditioned stimulus”
• Proven that the repeated pairings of a brand and a
pleasant event create a memory association
between the two, therefore the brand with a
pleasant event, theme, motif, or symbol attached to
it has a more of a favorable effect on the consumer
• Sweldons experiment on effective stimulus
reevaluation provided evidence that both indirect
and direct responses can result from evaluative
condition processes
^Sweldens, S., J. Van Osselaer, S. M., & Janiszewski, C. (2010). Evaluative Conditioning Procedures
and the Resilience of Conditioned Brand Attitudes

20. Results:
Evaluative Conditioning Procedures and the Resilience of
Conditioned Brand Attitudes (Cont.)
• Brands do this overtime with
evaluative conditioning and
continuous marketing, promotion
and advertising with common
ideas, images and themes
^Sweldens, S., J. Van Osselaer, S. M., & Janiszewski, C. (2010). Evaluative Conditioning Procedures
and the Resilience of Conditioned Brand Attitudes

21. Results:
Executive Insights: Integrating Branding Strategy Across Markets:
Building International Brand Architecture
• Firms that are involved in closely related
product lines or businesses that share a
common technology rely on similar core
competencies
• Cultural embeddedness is the ingrained
beliefs inherent in a market a brand is trying to
target. There are different variants depending
on the culture of the people in each market
• Cater to the needs of people
• Ex. Food, Tea vs. Beer
^Douglas, S. P., Craig, C., & Nijssen, E. J. (2001). Executive Insights: Integrating Branding Strategy
Across Markets: Building International Brand Architecture

22. Results:
Executive Insights: Integrating Branding Strategy Across Markets:
Building International Brand Architecture (Cont.)
• Competitive market structure
• “If strong local, national, or regional
competitors as well as global competitors are
present in a given national or regional market,
the use of multitier branding structure is
desirable”
• Coca-Cola (Multitier Branding Structure)
• Coca-Cola has a particular pear tasting Coca-
Cola soda for Turkey and a berry version of
Fanta for Germany’s market
^Douglas, S. P., Craig, C., & Nijssen, E. J. (2001). Executive Insights: Integrating Branding Strategy
Across Markets: Building International Brand Architecture

23. Discussion
• A brand plays a significant role in the success of a
business because the brand represents the
message of a company
• Proven and also repeatedly reaffirmed throughout all
research done in these peer reviewed, scholarly
articles
• Successful branding campaigns were proven
effective throughout most mediums
• If a brand does not accurately represent the parent
brand and shows any kind of disarray in regards to
the parent brand, it loses the credibility of the
established and well-known brand

24. Discussion (Cont.)
• If the company loses their parent brand’s
credibility because the product fails to live
up to the satisfaction of a consumer, the
company’s overall image will suffer
• A positive branding strategy should be in
place so consumers have much more of an
easier time connecting with the product
whilst knowing the ideals embodied in that
product
• Customer satisfaction is the true reason
for a successful branding strategy (Ex.
Qualitex)

25. Discussion (Cont.)
• Much easier to buy or consume products from a
particular brand if it is iconic, has its own style,
themes, and motifs that correspond with the style,
themes and motifs a consumer themselves thinks
they would like to embody
• A good example of a consumer’s embodiment of
product style is a brand’s movement to be
environmentally friendly
• Recyclable T-Shirt at PacSun
- Appeals to a consumer’s sense of self-worth and
well being knowing they are doing something to
help the environment
• Ex. Tom’s Shoes

26. Recommendations for further research
• There are many options when it comes to
researching the effectiveness of corporate
brands that were not mentioned in this
research mainly because of the space
allotted
• Experimental results from each of the
scholarly, peer-reviewed articles reviewed in
this paper should be used in future research
• Base experiments off the highlighted studies
• Eliminate the Charles Kennedy Brand
source

27. Recommendations for further research (Cont.)
• A visual style guide from an
existing successful company
should be showcased
• Highlight the necessity of
maintaining the parent-brand
image throughout branching
products

28. Parent Brands

29. Accomplishments
• This research shows
the absolute positive or
negative effectiveness a
brand has on a
successful company or
organization

30. Brand On!