Corporate Brand Cube: Building Strong Corporate Brands

Abstract

When Chinese companies start shifting their focus from domestic markets to global markets, corporate branding is an unavoidable issue. We propose a model, corporate brand cube model (CBCM), to help Chinese companies in their corporate branding. The CBCM is an extension of the current corporate branding frame. It redefines the concept of the corporate brand as a relationship between a company and its stakeholders, and it constructs a cube model in a three-dimension space to explain the logics behind corporate branding. In this model, we adopt the ideas in Physics and use density and volume to analyze how to build a strong corporate brand. Finally, through CBCM we propose a four-step framework for Chinese companies in the process of corporate brand management