Internal and external branding: A case study of SIMPO furniture company

Abstract

This paper focuses on corporate branding application. The research question here is if corporate branding can add value to the incubated furniture company, as well as how to connect corporate branding with value. When researching this question, it is necessary to research further on the division of corporate branding which is internal & external (hereinafter referred to as "int. & ext.") branding, since a company added-value is from the cooperation and connection of int. & ext. branding. Only when int. & ext. branding work closely together, corporate branding may add more value to a company. In methodology, it was used a qualitative research method, which is company in-depth interviews, in order to research SIMPO's int. & ext. branding experience. This case study is helpful to analyse how corporate branding is connected to an enterprise value. Through SIMPO's case, being the largest furniture manufacturer and among the largest companies in terms of turnover in Serbia which has been a de facto state-owned business incubator for the majority of light manufacturing companies in and around the city of Vranje, it is illustrated that int. & ext. branding must combine in order to add value to a company. Corporate branding can really create value by increasing more adaptability/uniqueness/recognition. All in all, corporate branding is significant and can add value to companies. Corporate branding will play a more significant role in future marketing competition, so research on the corporate branding is likely to become more meaningful and interesting.