1. Research Formulation

1.1 Introduction and reason for research.

Corporate branding is a subject that personally intrigues me as a marketer, due to its scientific deepening and pragmatic character combined with a management triangulation with angles from organizational strategy, business development and marketing strategy. Corporate branding means; strategic corporate orientation, harmonization and communication between the firm and its external environment, to create, build and maintain the right set of brand associations. In the playing field of business administration, corporate branding fits within the sub-area of marketing management and communication strategy. Hence corporate branding should be one of the strategic objectives of the marketing strategy plan of international organizations.

A problem for young international organizations is the lack of cross border brand recognition, especially in case of multiple business units scattered across continents or countries. Mature market leaders are recognized and have been able to create a positive set of brand associations within the market. Not surprisingly, a lack of brand recognition and brand awareness counts as well for entrepreneurial national and international organizations. Young successful international organizations are often driven by extremely ambitious (and aggressive) entrepreneurs. To manage their investment programs they need to “deliver” their objectives to secure CAPEX and long term shareholder investments. Therefore, it is necessary to take a strategic proposition to obtain a trusted market position – a brand that people know, trust and recognize among all other brands.

1.2 Conceptual design.

1.2.1 Place in the business administration.

In the playing field of business administration, corporate branding fits within “Strategy & Environment” in particular in the sub-area of marketing management and communication strategy. Scientific research of corporate branding fits within the field of strategic management and consultancy with a further deepening to business development.

The practicality and applicability of my research adds knowledge for international orientated organizations. The research certainly will contribute in a positive manner to individual local business development plans and therefore will represent a considerable benefit for ambitious organizations.

Corporate branding is a subject that personally intrigues me as a researcher, due to its scientific deepening and pragmatic character. It is currently and relevant within my role as marketing and because of the management triangulation with angles from organizational strategy, business development and marketing strategy. Obviously corporate branding is one of the strategic objectives of the marketing strategy plan of many international corporations.