A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public. The corporate identity is typically visualized by branding and with the use of trademarks, but it can also include things like product design, advertising, public relations etc. Corporate identity is a primary goal of corporate communication, aiming to build and maintain company identity.
The British Computer Society (BCS), branded BCS, The Chartered Institute for IT, since 2009, is a professional body and a learned society that represents those working in information technology (IT), computing, software engineering and computer science, both in the United Kingdom and internationally. Founded in 1957, BCS has played an important role in educating and nurturing IT professionals, computer scientists, software engineers, computer engineers, upholding the profession, accrediting chartered IT professional status, and creating a global community active in promoting and furthering the field and practice of computing.
The London Institute of Banking & Finance Limited is a professional body for banking and financial services in England and Wales. The organization works internationally with partners to establish ethical and professional standards across the sector around the world. The limited company was formed in 2023, providing training programs for students, and took over the taught degree awarding powers formerly held by the registered educational charity, incorporated by royal charter, now known as the London Foundation for Banking & Finance. It runs the Student Investor Challenge, an initiative in the financial education sector. As of 2023, the Institute has awarded a Young Financial Journalist of the Year award.
The Chartered Institute of Logistics and Transport (CILT) is a professional body representing the transport and logistics industries worldwide. It is a membership-based organisation with over 30,000 members in over 30 countries. This international body is also known as CILT International to distinguish it from the national councils, sections and branches.
Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI). In today's competitive business environment, effective marketing strategies play a pivotal role in promoting products or services to target audiences. The advent of digital platforms has further intensified competition among businesses, making it imperative for companies to employ innovative and impactful marketing techniques. This essay examines how various types of advertising methods can be utilized effectively to reach out to potential consumers
Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.
The Chartered Financial Planner is a qualification for professional financial planners and financial advisers awarded by the Chartered Insurance Institute.
In the United Kingdom, a Chartered Engineer (CEng) is an engineer registered with the UK's regulatory body for the engineering profession, the Engineering Council. Chartered Engineers are master's degree qualified or can demonstrate equivalent work-based learning and have gained the appropriate professional competencies through education and working experience. Demonstration of competence is defined in the UK Standard for Professional Engineering Competence, assessed through professional review of academic qualifications and professional development. Formal, non-formal and informal learning can be assessed. The title Chartered Engineer is protected in the UK under law by means of the Engineering Council’s Royal Charter and Bye-laws. As of 2019 there are approximately 180,000 engineers registered as a Chartered Engineer. Chartered Engineers are registered through Professional Engineering Institutions (PEIs) licensed by the Engineering Council which are relevant to their industry or specialism.
The Institute of Practitioners in Advertising (IPA), incorporated by a Royal Charter, is the trade body and professional institute for agencies and individuals working in the UK's advertising, media and marketing communications industry.
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light.
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users. Content marketing attracts new customers by creating and sharing valuable free content as well as by helping companies create sustainable brand loyalty, providing valuable information to consumers, and creating a willingness to purchase products from the company in the future.
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.
A chartered professional is a person who has gained a specific level of skill or competence in a particular field of work, which has been recognised by the award of a formal credential by a relevant professional organization. Chartered status is considered a mark of professional competency, and is awarded mainly by chartered professional bodies and learned societies. Common in Britain, it is also used in Ireland, the United States and the Commonwealth, and has been adopted by organizations around the world.
The Marketer was a marketing magazine published ten times a year by Redactive Publishing Ltd. Both The Marketer and www.themarketer.co.uk were the official magazine and website of The Chartered Institute of Marketing. The Marketer aimed to offer in-depth analyses and practical guides to help marketers stay at the cutting edge of the profession, combining the Institute's academic expertise with marketers’ real-life experience to promote marketing as a core business function. It was distributed in several countries around the world including Britain, Australia, Ghana, China, Kenya, Malaysia, New Zealand, Poland, Singapore and Sri Lanka.
Engineers Australia (EA), known formally as the Institution of Engineers, Australia, is an Australian professional body and not-for-profit organisation whose purpose is to advance the science and practice of engineering for the benefit of the community. Engineers Australia is Australia's recognized organization for accreditation of professional engineering qualifications under the Washington Accord. As of 2022, EA has 115,000 members, which includes 31,000 students.
The IMM Graduate School is a privately owned educational institution and is part of the UXi Education group. The IMM Graduate School offers degrees, diplomas and certificates in marketing, marketing management and supply chain management.
Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand that cannot fully be rationalized. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love. Examples of emotional branding include the nostalgic attachment to the Kodak brand of film, bonding with the Jim Beam bourbon brand, and love for the McDonald’s brand.
Product marketing is a sub-field of marketing that is responsible for crafting the messaging, go-to-market flow, and promotion of a product. Product marketing managers can also be involved in defining and sizing target markets. They collaborate with other stakeholders including business development, sales, and technical functions such as product management and engineering. Other critical responsibilities include positioning and sales enablement.
PHMG is a provider of branding services, specialising in audio.
Aneta Bogdan is a Romanian branding, corporate identity and marketing consultant. She is co-founder and managing partner of brand and design company Brandient, which operates from Bucharest and Singapore. She is considered a pioneer in the branding discipline in Romania and was included in the top 100 "Most Powerful Business Women in Romania" in 2012, as well as in other relevant business publications, such as "Who’s Who in Business Romania 2018", made by Ziarul Financiar.
