In the field of branding a lot of know-how is already available: a sound theoretical base as well as practical tools and techniques. But most of it relates to product branding. Corporate Branding for complex services is still a neglected field.
For this reason we developed a model aimed at giving people without marketing experience an overall view of the issues concerning Corporate Branding as well as providing marketing professionals with a practical tool for their daily work: the Brandleague Corporate Branding Matrix.
Corporate Branding is not a product but a process. This process consists of many stages: analysis, design, implementation, and management. Three dimensions must be considered at each stage: the customers, the company, and the competitors. The Brandleague Corporate Branding Matrix considers and guides the interaction of these elements.