Corporate Branding: Utilising Colour and language on the Internet

Abstract

In this 21^st century, the concept of corporate branding holds much significance to organisations engaged in business-to-business marketing. As organisations face multiple challenges and increasing expectations from their stakeholders, there is a growing realisation that a strong corporate brand requires contributions from both the organisation and its stakeholders for it to be sustainable. This paper facilitates a comprehensive review and understanding of the implications of corporate branding for brand management in a competitive market. Moreover, the paper integrates the abilities of both colour and language to develop a unique branding concept that adopts a three-step process model (AER) – attraction, engagement, retention that serves as a guide to organisations on how to strategically communicate their brand in a way that stakeholders are willing to identify with.