Corporate Branding

Ankita

Singh

Meaning

Corporate branding means associating the name of a corporation with the individual brand name in product marketing , usually to ensure that new product introductions will be more readily accepted.

Disney, for example, includes the word "Disney" in the name of many of its

products;

Heinz is also one of the company

Why is corporate branding preferred?economies of scope: since one advertising campaign can be used for several products.

new product acceptance : potential buyers are already familiar with the name.

Creates simplicity: the ultimate identifier of the corporation.

Strategies usedThree different strategies can be

approached for corporate branding:Branded identity : when a company uses different

brands for their products that function independent from each other .If a brand is involved in a scandal it will only damage that brand, and will not hurt the other brands of the company. For example….

PepsiCo

Endorsed brand identity:when an organization has a

group of products or companies that it endorses with a group name and a common identity. For example…

Cadbury

Monolithic brand identity : when a company uses only

one name and one visual style for all it products. The strength is the simplicity and the potential for growth. For example…

Apple

Negative Aspect

However, this strategy may hinder the creation of distinct brand images or identities for different products. An overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics.

Corporate branding is not limited to a specific mark or name.

Branding can incorporate multiple touch points. These touch points include; logo, customer service, treatment etc.

Any means by which the general public comes into contact with a specific brand constitutes a touch point that can affect perceptions of the corporate brand.