Answered: Please choose a corporate brand and…

Understanding Business

12th Edition

ISBN:9781259929434

Author:William Nickels

Publisher:William Nickels

Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment

Section: Chapter Questions

Problem 1CE

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Please choose a corporate brand and prepare the following table for the brand that you choose.(Brand options: Microsoft,Samsung,CocaCola)

Transcribed Image Text:Corporate Brand Identity Matrix Value Proposition Relationships Position What are the key offerings, how do we want nature of relationships position in the market them to appeal to What should be the what is our intended and in the hearts and minds of key customers and other stakeholders? with key customers customers and other and other stakeholders stakeholders Expression Brand Core What do we promise and what are core values taht human characteritics Personality What combination of What is distinctive about the way we communicate and express ourselves and makes it sum up what our brand possible to recognize us at a distance? or qualities forms our corporate character? stands for? Mission and Vision What engages us (mission)? What is our direction and inspiration(vision)? Culture Competences What are our attitudes. and how do we work and behave? What are we particularly good at and what makes us better than competitors? internal external External and internal

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