Organisations and their corporate brand management

Organisations and their corporate brand management

Organisations are now dealing with the bigger challenge in terms of branding. It has found out that corporate brand has complicated and difficult rapidly changing fundamentals. Balmer (2001) reflects the organisations subcultures. Consider the example of Mercedes its corporate brand stands for high class, luxury and high performance and it can be clearly seen in the sub culture of C-class S-class and M-class.
The key question arises here should the organization adapt the concept branding? Corporate brands have generally longer life cycle then the product brand. There is a bigger drawback attached to corporate branding as if a company gets a bad publicity of its corporate brand it will affect its all the products. Balmer (2003) describes the corporate brand as having the role of a driver for many stakeholders, thus highlighting the increasing importance of corporate branding. Olins recommended that the organization with no understanding of what are they about?

 

Corporate branding must be used properly and organize the branding and behave in an ethical way. Coca Cola has used the advantage unethically when first introduced its water Dasani in U.K and it was later discovered it was nothing but Tap water from general water supply. It can also be seen in McDonald’s case that they are portrayed as McDonald’s that they are selling McDonald’s outlets. It is important for the organization with a corporate branding like Coca Cola, and Mercedes to stick with the values ​​they present.

Essay above suggests that awareness in a competitive market. Corporate brand have impact both externally and internally. Corporate brand have many benefits gaining the competitive advantages over its competitors and achieving the economies of scale. Organizations must manage their corporate orders effectively and efficiently in order to get the maximum benefit.

It can also conclude from the authors mentioned above that many organisations without a strong corporate brand will face difficulties in coming future. So organisations without a corporate brand such as Proctor and Gamble and Unilever have to work towards the achieving one strong corporate brand.

Effective and strategic support of a corporate brand can make it easier for organisations to do business. Corporate branding is stronger then the quality and price of a product.

Brands and brand promotions

Brands and brand promotions

Let’s make some clear distinctions at the outset that should be “no-brainers.” Branding requires long-term consistent investment and nurturing. Promotions are about short-term and immediate conversions (sales).
Brands are constructed with three main braids of steel for long-term stability and credibility.

 

Strong and consistent “visual brand identity” logos, taglines, and marketing collateral (brochure, website, tradeshow, ads, etc).
Superior customer / client services.
Most importantly, the brand must consistently deliver on its promises or exceed expectations at every point of contact that the brand interacts with the customer.
The distinctions between businesses are trending toward parity. So it is very important that you are attached to your three braids of steel. You can read in the thousands of articles about branding about how brands create emotional attachments and cult followings in some cases. But let’s be realistic, for emphasis on “an emotional connection.” Let’s use the word “trust” instead. If you, as a non-household brand name can build an authentic trust, then you have succeeded with your brand.

Promotions are a completely different train of thought, they are essentially about “right now.” Focusing on sales promotions increasing sales and interest in the short-term brand, creating a culture of promotions for your business has the potential to decrease profit margins and dilute brand equity. You must pursue a balanced approach. We live in a time that is increasingly built around the psychology of saving, so do not get me wrong – promotions should be acknowledged and considered as a marketing tool. The part that some companies miss that I’m emphasizing here is the trap door in systemic promotions.

In my experience, for most companies, especially small to mid-size companies, to think that you can only grow through arrogance brand. Even offering an occasional customer-loyalty discount is a kind of enticement that is in the promotion category. When you approach planning sessions, try not to think of them in a panicky “how do we increase sales tomorrow?” kind of way. Try to think of promotions as part of your overall brand strategy. For example, maybe there are certain kinds of smaller promotions that can get people in the door for the long-term. And try to plan out your next move.

The take away is that you need to be careful about losing your brand in the midst of all your corporate branding promotions. You must not let customers forget what is so good about your company. There must be a balance in focus that examines the value of a promotion strategy. When you plan your promotion of your branding, it can only help to clarify your corporate branding marketing messages.

Unique Facts About the Wildlife of Galapagos

Unique Facts About the Wildlife of Galapagos

Most nature lovers who embark on wildlife holidays in Galapagos are familiar with the archipelago’s most iconic wildlife species, which include the Giant Tortoise, the Lava Lizard, the Marine Iguana, the Galapagos Sea Lion and the Blue-Footed Booby.
But while the wildlife has been studied and documented extensively, from Darwin’s first forays to the scientists who actively work to ensure its conservation into modern times, there are also some lesser-known facts about these wonderfully unique species. For anyone planning wildlife holidays in Galapagos, knowing a few of these before the trip may add another dimension to an already fascinating encounter.

 

Did You Know?

• The Marine Iguanas found in abundance throughout the archipelago are the world’s only species of marine lizard. The white appearance often seen around their faces is caused by the expulsion of salt from specially adapted glands in their nostrils, which dries and creates a “wig” effect.

• The Galapagos Penguin is the smallest in the world and the only one found north of the Equator. The combination of the cold waters of the Humboldt and Cromwell ocean currents mean it is able to survive in the warmer climate.

• With an average life span of well over a century, the Giant Tortoise lives longer than almost any other vertebrate on the planet. They continue to grow for up to 40 years and can reach a length of over 1.5m and a weight of up to 250kg.

• The most common of all the mammals throughout the islands is the sea lion. The chance to swim and snorkel amongst the curious sea lions is also one of the most sought-after encounters on wildlife holidays in Galapagos. Particularly large colonies are found on Santa Cruz, Isabela and Espanola.

• The Green Sea Turtle found in the waters around the archipelago is a species so old it has been around since before the time of the dinosaurs.

• There are five species of snakes and all of them are endemic to the dry zones of certain islands – although some islands have none. All the species are relatively small (under a metre) and are known as “racers”, due to their ability to move extremely fast. Their only natural predator is the Galapagos Hawk.

• There are four species of boobies that make the islands home. The Blue-footed Booby is renowned for its unique mating dance, where it lifts its feet and wave them in the air, appearing to “dance”, and the Red-footed Booby is the only one to make its nest in the trees and not the ground. The Nazcar Booby is the largest species, while the Masked Booby lives mainly out in the open ocean, returning to land only to breed.

• The Waved Albatross mates for life. There are over 12,000 breeding pairs on the archipelago, which represents the majority of its global population. While the birds depart the islands from December to April, they return to the same place and the same partner every year to breed.

• The term “Darwin’s Finches” actually refers to 15 different species of finches. While their bodies and colouring make them similar in appearance, each has a distinctly different, specially adapted beak.

Wildlife holidays in Galapagos offer a privileged opportunity for nature lovers to experience a truly once-in-a-lifetime encounter with some of the most incredible and unique animals on Earth. And, in this remote and beautiful part of the planet, researchers and naturalists are still learning just how astounding many of them really are. Author Plate

Building up your brand id

Building up your brand id

The key to creative and effective branding of any program, product, service or institution is finding the right positioning – to drive the advertising and other marketing tools. It does not have to be complicated or weird. In fact, if it’s good and effective, it’s simple and will follow this “Rule of consumers” – “You’re what you appear to be.” This position, or ‘brand’ is really an identity – a way people can sort through all the confusing information and summarize what they think about something.
What do you get with a brand identity?

 

Over the last 25 years we have come to learn that the development of brand identity is much more than a mere benchmark denoting successful arrival in brand identity business, or its evolution and growth. A highly competitive business environment in today’s highly competitive business environment.

Just to lay some “groundwork”, here are the reasons why you can have a strategically important effect on your bottom line.

o It’s easy to know who you are, which means:

o It’s easy to know what you do. (Helps develop goals)

o It’s easy to know how to do it. (Helps with implementation)

o Less energy is expended overall. (Creates efficiency in communications)

o Team building occurs naturally when staff can identify with common symbols, common language and therefore common goals. (Sports uniforms are a good example.) Every player feels like a part of the group.)

o You can match your image for your business needs or view of his business. (A simple matter of “give what they want.”)

o With a clearly defined identity you communicate more efficiently with your customers, and they remember you more easily. (Memorability is easier when everybody is clear you are are.)

o Enhancements in the overall quality of your product or service. (Consistency always counts.)

o Benefits and unique qualities of your business are communicated more clearly to your clients thereby increasing sales. (Marketing tool)

o Helps set identifiable standards of quality in your product or service. Helps with a sense of reliability by developing a “brand identity.” (Brand names are trusted.)

So, what is a corporate brand anyway?

As we begin the process of making recommendations for developing a corporate branding identity let’s talk about what we really mean by “brand.” What is it, why does it work, how does it work and who makes it work.

The Role of the Charles Darwin Foundation

 

The Role of the Charles Darwin Foundation

The Galapagos Islands have become a highly aspirational destination for wildlife lovers and those interested in the history and geology of our planet. Thousands of visitors arrive every year to embark on a wildlife cruise in Galapagos, for the opportunity to encounter the unique species of flora and fauna for which it has become famous.
There are few places more important than this remote archipelago in terms of evolutionary biology. It is here that British naturalist Charles Darwin arrived in 1835 (as part of his five-year voyage of discovery) to collect and study the specimens that would lead to the formulation of his theory of natural selection. In fact, it’s possible that the rest of the world would never even have heard of the region had it not been for the monumental discoveries of Darwin, which revolutionised our understanding of the natural world.

 

The Charles Darwin Foundation

In 1959, a team of conservationists established the Charles Darwin Foundation to “provide unique scientific solutions” to protect and preserve the islands. The foundation is a not-for-profit organisation working closely with the Ecuadorian government to promote and secure the conservation of the habitat and wildlife of the islands.

With the support of UNESCO, almost 60 years later the dedicated team at the foundation continues to work to raise awareness on a local and global level of the need to conserve this unique and fascinating area.

The Research Station

At some point in their itinerary, every visitor on a wildlife cruise in Galapagos will visit the Charles Darwin Research Station on Santa Cruz. Established in 1964, the station is administered by the CDF and operates as an active breeding centre for the Giant Tortoises, one of the highest-profile animals in the archipelago. Visitors can see the tortoises at every stage of their growth – from hatchlings to the massive full-grown adults.

The valuable research undertaken by scientists, naturalists and conservationists at the CDRS includes specimen collection and archival work, monitoring wild populations, breeding programmes, and developing innovations into the sustainability of the region.

The National Park Directorate

The Galapagos National Park Directorate (GNPD) began operating in 1968, working with the foundation to establish the 14 rules of sustainability and responsibility, which all visitors are expected to respect. Working together, the GNPD and the CDF discovered the last remaining Giant Tortoise on Pinta Island, who came to be known as Lonesome George.

Other Work

Some of the other important conservation projects the CDF has helped to facilitate over the past 60 years include:

? The recognition by UNESCO of the GNP as a Natural Heritage Site for Humanity and a Biosphere Reserve ? Establishment of a scholarship for Ecuadorian students, many of whom have gone on to work on local conservation projects in the archipelago ? Repatriation and breeding programme for the Land Iguana ? Launch of Project Isabela (which covered the restoration of Isabela and Pinta ? Establishment of the Environmental Education Centres on Santa Cruz, Isabela and San Cristobel ? Successful extension of the World Heritage designation to encompass the Marine Reserve

Recognition of Service

The valuable work of the CDF has been recognised by a slew of international conservation awards, including the prestigious BBVA award from Spain and the Cosmos International Award from Japan. In addition it has been bestowed with the highest honour of Distinguished Achievement in Biology from the Society of Conservation.

Support for Conservation

Those who explore the region on a wildlife cruise in Galapagos can be confident that supporting sustainable ecotourism to the region helps to raise awareness of the valuable work undertaken by the CDF and the other agencies that administer the islands. If visitors commit to travelling mindfully and respecting the rules of the GNPD throughout their stay, this “living laboratory” will survive for future generations to enjoy.

Diamonds – A Girl’s Best Friend!

Diamonds – A Girl’s Best Friend!

Diamonds are said to be female best friends and rightly so! Nothing can beat the beauty and charm of diamond jewelry. Jewelry gifts from reputable jewelry brands to a woman can make her weak and sure to let her feel spoiled and loved.
Diamonds help bring out the inner beauty of a woman and make it shine on all its special days. It is every woman’s dream to have diamond jewelry in some form or another and accept them as a gift to bring along a little romance, glamor and memories. Every diamond jewelry acquired from the best jewelry brand is unique in every way. There will be no two similar parts even in the smallest case. Diamond jewelry makes a style statement wherever it goes and never gets old. A shiny, sparkling diamond adds a lot of women’s personalities and improves his endless confidence. Empowered, the woman shines and shines and becomes the main source of attraction in any meeting. No wonder the diamonds are worth every woman.

Diamonds – A Girl’s Best Friend!

Every woman has her own taste when having to decorate diamond jewelry. Some like to shrink their jewelry pieces by keeping them simple and cool while others prefer to go for the heavy glamor. Slightly shine enough to enliven the wearer’s wear while those who want to make a different impact on parties and parties show off thick jewelry pieces that also help improve the fashion intelligence of their couture outfits. luxury jewelry brands such as glo offer timeless classic pieces for causal look and also for heavy fashion geek. You can also get designer jewelry inspired by nature created by talented crafters if you want to be a hidden concern wherever you go.

Diamond rings, pendants, necklaces, bracelets, watches are a selection of jewelry and each has its own story. Renowned jewelry brands like Kalyan Jewelers stock like a variety of trendy jewelry and also heritage jewelry that make choice very difficult. Diamond jewelry is installed with white or yellow gold and one can choose custom or ready jewelry depending on one’s taste and preferences. The best way to get the perfect part is by browsing through the eye-catching jewelry options on famous jewelry sites and then hitting their showrooms to get a unique buying experience.

No matter how expensive, diamond jewelry will always reach the top slot when it comes to deciding on women’s favorite jewelry! Diamonds – A Girl’s Best Friend!

The Evolution of Cormoran Without Flight

The Evolution of Cormoran Without Flight

The animals of the Galapagos Islands are famous for some of the most unique in the world. With a high number of endemic species, wildlife vacations in the Galapagos offer nature lovers a glimpse of true evolutionary microcosms. Many species have adapted to this unique and remote environment by developing characteristics that enable them to survive in harsh and diverse conditions. Of all the species, though, few adapt to unusual ways like non-flying birds. The Evolution of Cormoran Without Flight
Flight cormoran

On his exploration of the archipelago, the naturalist Charles Darwin was fascinated by the discovery of a cormorant with wings so that it was not proportional to its size so it could not fly. At that time, Darwin was formulating his amazing theory of evolution and natural selection, and he believed that environmental change could result in the loss of birds’ ability to fly. In modern studies of bird DNA, scientists have discovered that, more than two million years ago, it also underwent genetic changes, resulting in a small wing that made it impossible to fly. The Evolution of Cormoran Without Flight

Story Two Halves

While Darwin observes that many evolutionary changes occur in the archipelago that can contribute to the process of natural selection of the species, scientists have gone a long way to deciphering changes in birds at the molecular level. The Evolution of Cormoran Without Flight

Characterized by its short, thin wings, this is the largest of all world cormorants, and the only one of 40 species that can not fly. However, this is a very strong swimmer, and capable of diving for fish. From his observation of this characteristic, Darwin hypothesized that, with the loss of flight, the bird had developed another skill that enabled it to survive – a process now known as positive selection.

Another possibility is that birds lose their ability to fly just because they have no predators to escape, and they do not need to migrate to breed. It is also possible that the change occurred as a result of a combination of these two reasons.

Through a project in which relationships are found between genetic changes in bird DNA and changes in the structure of certain proteins in the body, scientists identify the existence of a gene called CUX1. The gene structure in the cormoran from the archipelago is different from other species capable of flying, so scientists can conclude that its existence alters the function of certain proteins, which affect the size of the wings. They also found that bird DNA showed high mutations affecting the cilia, which play an important role in the development of skeletal and bone growth. The Evolution of Cormoran Without Flight

Research into whether genetic mutations of the non-operable cormorants shared by other non-flying birds is under way, but the same type of genetic change has been found to cause problems in the development of the human skeleton. Findings from the work of researchers with birds have the potential to lead to new treatments for serious bone disorders in humans.

Discover the unique Cormorent Flightless Cormorant on Holidays in the Galapagos

For those visiting the wildlife resort of Galapagos, more than 1,000 pairs of birds can be seen on the islands of Isabela and Fernandina. They can be observed diving for food around the ocean, using their muscular feet to push them down into the water. A growing (and increasing) population is a reminder that, as always, the Universe is full of surprises.

Key branding definitions

Key branding definitions

There is very little consistency in people’s understanding, or usage, of brand terminology. For clarity, we offer the following definitions:
A Product: is something that is produced to function and exists in reality.

 

A Brand: has meaning beyond functionality and exists in peoples minds.

Product Quality: has major influence on Brand Qualities.

Brand Qualities: are the thoughts, feelings, associations and expectations created by a Brand Identity.

Brand Identity: is the way in which a brand is expressed visually and verbally.

Branding: is viewing every customer related activity as part of the branding process and managing it accordingly. Everything a company does that affects its customer, affects the value of its brand.

Marketing: means making it easy and motivating people to buy your product – through product design, pricing, packaging, distribution, advertising, etc.

Brand Marketing: is pushing beyond product benefits to fulfill a strategic core promise. It means looking past the tangible to the intangible, accommodating buyers’ practical needs while resonating with their deeper feelings.

Brand Strategy: means deciding which products are going to be used to deliver which products and services to which customers. (This may involve usage of global brands, umbrella brands, megabrands, subbrands, flanker brands, brand extensions and brand families.)

Brand Equity: is the present value of the pre-established purchases, or the premium paid, for a brand’s products.

Why do we want a brand?

All brands start by speaking to the needs and aspirations of an audience. The aspiration is the brand identity: that’s the projection of how the brand wishes to be perceived by its target audience (as opposed to the brand image, which is the way the brand is, currently perceived).

Knowledge and appreciation of this core concept will allow the steward of the brand to develop the mission, build and nurture the market, maintain the brand philosophy, strategy, overall look and feel of the brand and, of course, the logo. What is the audience going to be satisfied with the message coming from the brand? What is going to help build a strong brand identity (what would weaken it)? How can the aspirations for the brand identity be reached?

Who’s Minding the Store?

The brand steward, usually the senior executive from the parent company, must protect and cultivate the immutable core of the brand (about 50%) in order to ensure that the brand remains strong. The steward manages the part of the brand that must remain fluid (the remaining 50%) in order to keep the brand relevant and exciting. Typically we see a freshness and evolution in the brand’s advertising and packaging, that’s the part of the brand that is constantly evolving. The steward is responsible for overseeing the advertising agency’s efforts to promote the brand, to develop brand segmentation internally (that is, the sub-brands) and to direct the packaging of branded products. The overall responsibility of the brand steward is to keep the brand on course and profitable.

Companies that have broad, strong brand recognition can diversify through their sub-brands more than narrowly focused companies. For instance, Brit Richard Branson, a courageous babyboomer, started his first business in 1968 at the age of sixteen and has cultivated companies in the entertainment area ever since under the umbrella, Virgin Group (www.virgin.com). First came Virgin Records. Ten years later Branson branched out Virgin Atlantic Airways, then a year later added Virgin Holidays. Two years after that Virgin expanded to include Virgin Airship & Balloon Company, Virgin Publishing and Virgin Hotels, among others. Branson, a highly visible and consistently strong leader, is the very essence of pioneer spirit and innovation. Consumers ‘get’ virgin’s abstract brand identity because Virgin’s broad target audience identifies with Branson and all he stands for: unencumbered global vision and maverick style. He is a self-proclaimed Virgin for life.

Durbrow offers this wisdom, “There is not a long-term advantage to having a Brand If the image is more than a reality, the people will be disappointed whenever they encounter the brand. all its hard work, ie, the Brands will not command a premium or create a preference for the company’s branded products. “

Reptiles of the Galapagos Islands

Reptiles of the Galapagos Islands

For avid nature lovers, a small group wildlife cruise in Galapagos affords a once-in-a-lifetime opportunity to encounter a wide range of unique animals, including a host of fascinating reptiles.
The local habitat is extremely favourable for reptiles and the original arrivals were more than likely washed up on the shores attached to driftwood or vegetation that came from mainland South America. Because they can subsist on very little water, many more of them would have survived the journey than their mammal compatriots. Over the ensuing millennia, they evolved to adapt to their habitat in many ways – so much so that they are virtually unrecognisable from their ancient ancestors.

 

The Giant Tortoise

Needing little introduction, Giant Tortoises are probably the most sought-after sighting for visitors on a wildlife cruise in Galapagos. While they have no natural predators and were free to live extended lives and evolve to their massive proportions, at one stage human intervention (from pirates and whalers) decimated their numbers. Today, however, they can be observed in their natural habitat (predominantly in the cool, lush highlands of Santa Cruz), and also in the breeding stations on Santa Cruz, Isabela and San Cristobal. True to their name they can grow to weigh up to 250kg.

The Marine Iguana

These remarkably adapted animals are the only sea-going lizard in the world. Their ability to dive for food to depths of 15m sets them apart as a unique endemic species. They’re able to regulate their own body temperature and are quite often seen sunning themselves on the rocky shoreline in order to bring their temperature back to normal after oceanic dives. They can be found throughout the coastal habitat of the archipelago and, like the majority of the wildlife here, are not concerned by the presence of humans.

The Land Iguana

Land Iguanas are larger than their marine counterparts and are not seen as prolifically. They tend to be quite solitary in nature and prefer to forage alone for their food source (vegetation) in a grassy scrubland habitat. Their preferred delicacy is spiky cactus plants, which the hardened, coarse skin around their mouth allows them to devour, spines and all. A new Pink Iguana has recently been discovered on the volcanic slopes of Isabela, although due to the nature of their very small population it’s not possible for visitors to see them.

The Lava Lizard

Lava Lizards can be seen scurrying around everywhere, seemingly always in a hurry to be somewhere else. They subsist on a diet of small insects and grow anywhere up to 30cm in length. The seven endemic sub-species of the lizard all have unique adapted characteristics, depending on where they’re found. Experienced naturalists can tell at a glance from which island they come.

Reptiles Unique to the Region

Some of the other reptiles that might be seen are any of the nine species of geckos and the four sub-species of small, harmless snakes. Most of the reptiles of the region are now considered endemic, which means that those who explore these fascinating islands on a wildlife cruise in Galapagos will see animals that cannot be found anywhere else on the planet.

A brand as an asset to a business

A brand as an asset to a business

The Brand As Asset
When included on the balance sheet, the brand’s equity is an intangible asset like good will. Its value brightens the parent company’s fiscal picture: company’s eager to develop strong brands. An enhanced financial picture allows the parent company to generate revenue, grow and expand. The brand, which is structured to be easily separated from the parent company, may be sold. The brand may be segmented to increase the market by creating sub-brands which appeal to more specific consumer needs, further increasing the value of the brand.

 

In the long term, it’s the brand’s core message that must be honored. All the strong brands – CocaCola, Nike, Calvin Klein, to name a few – give the impression of unswerving confidence, through their billion dollar advertising campaigns. This is exactly the kind of motivational leadership of our emotionally charged culture craves. “The branding statement has to be honest, relevant. For example, the Coke brand is the value of constancy The contour bottle and Spencerian script are promises that the Coke you’ll have in Thailand is the same as the Coke you’ll have in Oakland. “CocaCola – it’s something they grew up with.” Waterbury’s coke is a part of the history of America. adds, “The CocaCola headquarters and museum in Atlanta are a testament to the excellent management of a global brand: A brand that makes a personal connection for almost everyone.”

How Brand is Different from Product

Many organizations use the term “Product brand manager” interchangeably with “Brand Manager.” While most of us could think through the semantic difference between a “product” and a “brand,” it seems that (with a few exceptions) the two concepts became indistinguishable when it comes to their management. This confusion may explain in part why there are so many brands and so many products.

The product is defined by its form and brand function, what it is and what it does. The product is physical attributes, such as price, performance, ease of use, design and style. What a product is able to be relatively simple communicated, rapidly changed and effected in a short term using a number of tools: or add a new one or at least, a different one. A good product / marketing strategist is one who can distill a large amount of data about the consumer, the market, his competition, distribution, and boil it down to the few essential premises that will form the backbone of a focused marketing plan. He should be able to distill these terms. This ability to distill facts down to their simple essence presupposes an excellent knowledge and understanding of the product’s consumer or end-user and buyer.

The brand is almost the opposite on all points. It is merely a promise, a covenant with the customer. Some say that the “logo is the brand” … but this is not so. A logo is meaningless if it does not communicate the brand’s covenant with the consumer. And, whereas communication of a product’s physical attributes is straightforward and fast, communication of brand values ​​is inherently circuitous and slow. Like the character of an individual, the character brand is the most difficult to communicate proactively: The individual can not tell what his character is; the observer must figure it out for himself … an indirect communications process which requires time and absolute consistency. And, contrary to product communication which is best based on one single minded forceful proposition, brand character, like the character of a person, become better defined as it gains in complexity. Lastly, whereas the product manager must gain a superior knowledge of his consumer to be effective, the brand manager’s success is in the profession of the company and its long term corporate players, ie, its top brand management.