A framework for corporate branding
There are several cycles to be taken into consideration when branding an organisation.
Cycle 1 Cycle 2 Cycle 3 Cycle 4
Stating Organising Involving Integrating
Cycle 1
Stating the brand identity, linked to the corporate vision. The key question for this cycle is “Who are we as an organisation and what do we want to stand for?”. Important factors in this cycle include revisiting the brand cultural heritage and analysing how the brand is perceived amongst stakeholders.
Cycle 2
Linking the vision to the brand culture and image. The key question for this cycle is “How can we reorganize behind our corporate brand?”. The most important aspects are creating a coherent brand organization and providing the foundation to implement these changes.
Cycle 3
Getting the stakeholders involved by means of culture and image. The key question for this cycle is “How can we involve internal and external stakeholders in the corporate brand?”
Cycle 4
Integrating the vision, culture and image around the new identity. The key question for this cycle is “How can we integrate vision, culture and image for the corporate brand?”. Key aspects to this are integrating the brand across the designated market and business areas.
These cycles can be useful to the research in order to find out where decisions might have been made that could cause the Shopping street to be regarded as a separate brand instead of as part of the Art factory brand (if this hypothesis is correct).
(Schultz and Hatch, 2003, p. 6—26)
2.2 Customer theories
2.2.1 Customer relationship management theory
Customer relationship management model shows that a company should make it`s managerial decisions with an orientation on building up the relationships between the company and its customers. There are three areas that the CRM works in – sales, marketing and services. The company has to answer these three questions – how to make a better contact with the customers; how to provide a better customer care; how to work according to the customer needs?
In a relation to the Art Factory, the part of marketing should be looked through in more depth, since the marketing covers the branding aspect.
2.2.2 Customer relationship marketing ladder
Customer Relationship Marketing is a part of Customer Relationship Management, which were described earlier. This model explains that it is important to develop relationships with the customers in order to get them to the company`s side. A prospect can move upwards the ladder and become a partner, if proper strategies for them are made. A company has to be aware that they have different groups of customers, and each group should be treated in a way that encourages them moving upwards the ladder. These are the types of customers and their relation to a company (adapted to the brand awareness):
Prospect; target market, possible clients, might or might not be aware of your company (brand, strategy etc.)
Customer; a prospect becomes a customer, when a transaction is made; might unconsciously (based on what`s seen on advert or so) be aware of company`s brand
Client; when several transactions have been completed, satisfaction with the product/service, but nothing more, still prefers the product/service over the idea that is under it
Supporter; customers who start purchasing regularly, support the company through business, but do not talk about the company or spread word of mouth yet; they are fully aware of the brand, but more likely do not identify themselves with it, although might support the idea
Advocate; recommend the product to the others and spread a positive word of mouth; they are on the company`s side, understands it`s core values; are aware/like the brand
Partner; customer who has a strong, independent relationship with the company, has complete trust and support for the organisation; they identify themselves as a part of the brand.
When adapted to this research about the Art Factory, this model makes it clear, that the company has to be/become aware of the different groups of customers they have. Getting to know, how people see the company, because then it becomes easier to make some actions, can do it.