Managing the Organisation Brand

This article is adapted from the author's book 'The Committed Enterprise'. It compares and contrasts the organisation brand with a product /service and corporate brand.

Managing The Organisation Brand.

Hugh Davidson

What is an organisation brand? It is neither a product/service nor a corporate brand, and wider than both. Everyone would agree that Pampers or Ariel is a brand. What about their owner, Procter & Gamble? You have to search hard to find Procter & Gamble on the back of the package. Yet to Wall Street, suppliers, partners, retailers and employees, Procter & Gamble is an important 'organisation brand'.

Organisation brands such as P&G and General Motors are not consumer brands, but market to all other stakeholders (Figure 1). Others like IBM and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands