Corporate Branding Through Functional Alignment

Abstract

In this dynamic modern era companies are looking forth for multi-facet approach to problem solving, especially the ones which are directly related to the company?s brand name and identity in the market. In this ever increasing competition organizations are trying to build an overall package with the entire brand elements possible so as sustain with a considerable amount of brand equity gained through its internal and external processes. It is now imperative for organizations to treat its functional departments namely marketing and HR departments to push forth the diverse elements of the organizations that bind it together and make an impact on its brand value. The paper aims to describe the challenges organizations today are facing in order to build a corporate brand by modifying its internal and external processes and aligning them in order to achieve synergy. How does marketing and HR go hand in hand in the process of corporate brand building and what are the elements and area of considerations for these two domains during the interplay.

Keywords: Corporate Branding, Functional Alignment, Branding, Brand trust, Brand perception, Brand association, Brand loyalty, Brand Image.

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