September 7th, 2008
The concept of corporate branding has transitioned from a buzzword in the nineties to the accepted practice of thinking in business today. For those unfamiliar with the term, a corporate brand is a symbolic embodiment of all the information connected to a company. So everything from a company's logo design to the the interaction of it's sales people with the public, contributes positively or negatively to a brand image. Certain companies are legendary for building and leveraging strong corporate brands. Perhaps the most popular in American culture is Nike, with their “swoosh” logo , tagline of “just do it”, and an army of celebrity athletes endorsing their brand promise. Others that have built iconic brands are companies like Starbucks, Apple, and McDonalds.
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