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In marketing, corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Although corporate ...
Examples of companies that use corporate branding are Microsoft, Samsung, Apple, and Sony as the company's brand name is identical to their trade name. Other examples of multiproduct branding strategy include Virgin and Church & Dwight. Virgin, a multination conglomerate uses the punk-inspired, handwritten red logo with the iconic tick for all ...
Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company." [1] Each brand, even within a same company, has a unique name, identity and image ...
A recent example of brand architecture in action [6] is the reorganization of the General Motors brand portfolio to reflect its new strategy. Prior to bankruptcy, the company pursued a corporate-endorsed hybrid brand architecture structure, where GM underpinned every brand.
Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service. [ 1 ] Co-branding is an arrangement that associates a single product or service with more than one brand name , or otherwise associates a product with someone other than the principal producer.
Brand recognition refers to how easily the consumers can associate a brand based on the company's logo, slogan, color scheme, or other visual element, without seeing the company's name. [46] Brand collaborations refer to the short-lived or ephemeral "partnerships between brands in which their images, legacies and values intertwine."
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