MANAGING THE CORPORATE BRAND

Managing Corporate Brand- SHELL U.K

Managing Corporate Brand- SHELL U.K

Introduction

The paper discusses the concept of managing corporate brand with special emphasis on Shell Petroleum U.K. The brand management has become extremely important in competitive environments today. According to the positive or negative sign reside in the brand image and set in the mind of the consumer, people may adopt, keep, discard or abandon the use of product or service. A brand strategy for a product line, there is a difficulty of using the same brand, for products with very different characteristics, makes it advisable, for many companies employ a strategy of product line brands. If a company is unable to brand its product in an effective way then the consumer will not be able to make the correct use of the product and any of its complimentary products.

Discussion

There are many reasons for an organization to decide a new visual identity developed. The organization is new, there is a merger with one or more other organizations on hand, it aims to increase public awareness, or to a better or more contemporary image, they want the involvement of its employees or increase one desire for greater efficiency in the production of the printed matter. Whatever the reason is the making and implementing a new or renewed visual identity is always a major event. The client must be as clear as possible terms the complex essence of his organizations unveils. The designer on in turn must see to penetrate to the essence of the client organization and then translate into a striking image that speaks in a moment. The image that the designer at the presentation with great enthusiasm and a lot of nice words reveals will for the coming years because the face of the organization. For many clients, guiding a corporate project is simple. They have little experience. Assisting a designer in such a process and assess a proposal is not an all day event. Most communication managers and directors get here only once or twice in their career to do.

Brand decisions are key marketing strategy of any company (Keller, 1998, pp. 18). Vital services like health insurance or any other products or services that are less significant work on the basis of their brand image. A brand can either create miracles or a disaster for a company. Therefore, a lot of care is given in respect of branding a product of service. The brand image of a company, product, service, a social institution or person, is the quantitative and qualitative results of all the communications that are made with the market audience. The concept of market audience covers the customers or consumers that will use the product or service as well as the competitors who will be in the market. Each and every audience with which communication is established, consciously or unconsciously, in a planned or unexpected situation, an image is formed on the individual or institution with which it ...