For Young & Rubicam, corporate communication is defined by its image-centric approach. Inspired by the Japanese concept of the Noren, a nameplate curtain symbolizing the seriousness of traditional shops, this approach aims to strengthen the company’s reputation, recognizing that its overall image is the initial driver of sales.

According to Junsong Chen and Stanley Paliwoda, the brand thus becomes the essential distinguishing element of products, becoming a crucial reference point for consumers in their purchasing decisions. Indeed, the company name exerts a significant influence when consumers perceive differences between companies in terms of perceived quality and believe that the company name can enhance their satisfaction and strengthen the emotional aspect of their product experience.