The importance of building a strong brand image
A Corus case study

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Page 6: Conclusion

Corus 7 Image 8Establishing a new company and a new brand is a massive undertaking.  Its approach has proved highly successful.  Today Corus is a widely recognised brand that has quickly developed a strong presence in the international metals industry. Rebranding the organisation has made it possible to open up new opportunities while building on the strengths of the past. Because developing a strong brand depends so heavily on creating appropriate perceptions, the internal and external communication exercises have been vital in quickly building up the confidence of stakeholders. Creating a consistent and well-recognised character to the company throughout the globe based on quality, performance and presentation will have beneficial results, reinforcing the ethos of ‘one company, with one name and one vision’.

Corus | The importance of building a strong brand image