Successful
corporate branding is all about establishing a long-term vision for a company
and crafting the company’s operations to meet that objective.
Some companies
that do this well include Microsoft, Intel, Singapore Airlines, Disney, CNN,
Samsung and Mercedes-Benz.
The kind of brand strength these companies enjoy
takes a long time and a lot of work to establish, and there's a lot of brand
research and tracking to maintain. But it’s not as difficult as it sounds.
Today, a company of virtually any size can use the same sophisticated branding
research tools the big boys use.
