Institutional Promotion

Posted in Marketing and Strategy Terms, Total Reads: 3115

Definition: Institutional Promotion

Institutional promotion is the promotion of the organisation as a whole- its ethics, values, goodwill, its sense of social responsibility, in an effort to improve the brand recognition and increase its public relationship appeal. It is considered generally as a form of advertising.


Importance of Institutional Promotion

When a consumer trusts and believes in an organisation, more than a brand, then any product or brand launched by the company can leverage the equity developed by the good will of the organisation in itself. Institutional promotion as a marketing concept ensures that the parent company is a bigger and stronger brand name as compared to its products and services. This is because the products & services of an institution will keep on changing with time, but the values, ethics, CSR activities etc of a company will always be robust. Institutional promotion as a concept is also overlapping with corporate advertising and institutional advertising.


Examples of Institutional Promotion

A few real life examples of institutional promotion are:

1. TATAs are known for their honesty and integrity and civic sense and they leverage this name to induce trust in consumers in all their products ranging from tea to steel. Any promotional activity they do that boosts this image will be considered as institutional promotion.

2. Another example of institutional promotion can be of Unilever and its Help a child reach 5 campaign. It is a marketing approach designed to increase the good will of Lifebuoy as a brand and Unilever as a company by showcasing its civic duty towards the population of India.

Hence, this concludes the definition of Institutional Promotion along with its overview.

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