Managing the Corporate Brand

For some time now we have been seeing a transformation take place in the international context of branding. It is an important transformation and is becoming ever more visible.

Companies, such as Procter & Gamble, Pepsico, Nestlé, Ambev, Itaú-Unibanco, Petrobras, Votorantim and others, are dedicating special attention to the management of their corporate brands and adopting initiatives that range from process reviews and procedures to more targeted communication actions.

Corporate brands have been around for a long time, and they are gaining greater relevance in the contemporary business environment. Increasingly companies from the most diverse sectors are adopting what is known as “corporate branding.”

Corporate brands are becoming a paradigm, and corporations’ approaches are directly related to business strategy in the face of new challenges.

Therefore, it is fundamental to manage corporate brands as elements that radiate out from strategic initiatives in environments of competition.

The CEO of Natura, in a report in Meio & Mensagem, expressed his intention to develop a corporate brand. Natura had recently acquired the English company The Body Shop from L’Orėal and the privately held Australian cosmetics company Aesop.

To assist in corporate identity management Greyser and Urde propose a model based on nine interrelated dimensions that help strengthen the corporate brand in light of internal elements, external elements, and elements that align internal and external aspects: value proposition, relationships, position, expression, brand core, personality, mission and vision, culture, and competences.

In Figure 1, the Corporate Identity Matrix proposed by the authors illustrates the determinants of corporate identity.

According to their approach, the role of leadership is to examine and refine the corporate brand, so that the company unifies around it, in order to generate competitive advantage.

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