Corporate Branding

What is Corporate Branding?

Corporate branding is the practice of using a company’s name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word “Disney” in the name of many of its products; among many other examples are IBM, Pepsi, and Coca-Cola.

Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. Proper brand marketing is probably one of the most important things a company who is trying to break into a market and billions of dollars could be spent to try and make this happen.

Places where branding counts is not limited to only products but can also be implemented in many if not all of the following instances.

• Event posters
• Vehicle decals / signage
• Business cards
• Letterheads
• Fax cover pages
• Brochures
• Contracts
• Agreements
• Newsletters
• Products