And so now we are going to be looking at that middle group of identity and branding. As I said this now, all organization, all organizations have an identity. But, not all organizations choose to use to manage it, and not all organizations develop their identities into a brand. And so, in other words many organizations─ all have organizations have identity but some invest in their identities to the extent that these identities become brands. You know.
So what is the difference between identity and a brand? The argument is, does it essentially a brand is a promise. A brand is a promise to deliver on particular issues to your stakeholders. So Disney promise fun and entertainment. If you go on a Disney based holiday and you do not fun and entertainment, then it might be alleged that the promise has not been delivered. Therefore that would be lead, could lead to ultimately─ might be displeasure but if this happens repeatedly the reputation of the organization would decline.
A corporate brand is a promise to deliver tangible or intangible benefits for their stakeholders. Reputations are built on the consistency with which this promises are perceived to be delivered. Keyword there, perceive─ perception. Were not dealing with actualities were dealing with the way people perceive the way in which a promise is delivered.
Now if you want a take home value from this particular DVD, the comment is that organizations own brands, but stakeholders own reputations. I like this particular phrase, simply because it puts the focus of our communications unto influencing stakeholders, influencing audiences. We might own the brand; we might have legal intellectual property rights associated with our brand, the company and its products. But, it is stakeholders that own the reputation
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