E/M/45. Corporate Identity and Corporate Brand Management

The objective of the report is to discuss the degree to which a corporate brand is necessary to organizations by drawing on sufficient literatures and providing a variety of organizational examples. The report will define corporate brand as well as the five distinctive attributes of corporate brand. It also identifies the differences between corporate brands, corporate identities and product brands. A key thesis of the report is to evaluate why corporate brand is necessary to organization, which is analyzed by sufficient elements. In this report, I will use many examples and literatures to argue and prove my points.