WHY CORPORATE BRANDS? THE BRAZILIAN EXECUTIVES PERCEPTION ON THE REASONS FOR ADOPTING CORPORATE BRANDING

ABSTRACT

The concept of Corporate Brand presents wide application and management scope, generating several reasons that lead to this strategic option. The purpose of the study is to understand the reasons perceived as being relevant for adopting the corporate brand, as well as the most prominent approaches among Brazilian executives. This descriptive and quantitative study included the mapping of the main reasons discussed in the literature and a survey with 275 company managers from different segments, all operating in Brazil. In this study the definition of “main reasons” is related to the motives perceived as relevant to adopt the corporate branding strategy, including references to expected results, perceived benefits and perspectives of market practice. The findings indicate the predominance of the corporate brand view as a means for communicating the values, followed by the choice related to the positive image building. Among the most relevant reasons, the strengthening of products trademarks and the focus on consumers draw more attention, followed by the identity strengthening in multinational companies. The study contributes to the comprehensive mapping of the reasons for this strategy and to the vision about what are the prevalent perspectives in the Brazilian market.

Keywords:
Corporate Brand; Corporate Branding; Intangible Assets; Reputation; Corporate Marketing