CORPORATE BRANDING: THE PERFORMANCE WITH REFERENCE TO EMERGING MARKET – A CONCEPTUAL STUDY

Brand is the eternal part of all the products. As Philip Kotler says “a product is a child and it becomes brand when it's hit in market”. The company should associate itself with all the components to stay awake in the present turbulent bully market. In today's world the brand is the main organizational asset. The behavior of the whole company associated with the management and the products more important as the competition is short termed and the profit is not the long term goal of a particular product thinking branding their company. This paper looks onto the corporate branding in the present times by taking some companies as examples and how they have emerged as the best with tools of strategizing corporate branding. And also let's see the gap analysis of the branding and identifying the key factors of the corporate branding aligning with efforts of the organization in the internal culture of the organization. The management has to do a strategic thinking in its elements like vision, marketing techniques and in their designing the advertising of their products, in making the website and their logos.