Corporateimage

Organisational buyers differ from consumers primarily because they buy products and services from the perspective of a collective decision making unit. Decision makers are much more concerned with the company’s overall brand identity, their capabilities and ability to provide after sales services. Typically, buyers engagement with the company image is much stronger than any individual product.

The purpose of corporate branding is to:

• Make the company known, distinct and credible in the mind of potential buyers
• build enduring relationships
• communicate the benefits of the organisation to the buyer
• convey the value system of the organisation