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; other examples include IBM and Heinz. This strategy contrasts with individual product branding, where each product has a unique brand name and the corporate name is not promoted to the consumer. Corporate branding can result in significant economies of scope, since one advertising campaign can be used for several products.
Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touchpoints. These touchpoints include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand.
Successful corporate branding often stems from a strong coherence between what the company’s top management seek to accomplish (their strategic vision).
Originality. Color. Shapes. Ideas.
What sets apart one company from another? Branding.
A corporation or product is measured by their brand. One of the most important aspects of a Brand is the Logo.