Corporate branding is essentially the practice of promoting the
name of a corporate entity as a brand in the larger sense as
opposed to promoting a trademark in respect of a specific set of
goods or services. With today's multiplicity of trademarks in
the form of brands, sub-brands, product/service-specific brands or
businesses within a business, the true worth and identity of a
corporate brand may get diluted.
A corporate brand ideally should instantly conjure up not only
the entire brand architecture of a particular undertaking but also
all of its virtues and qualities that set it apart from others.
Thus, the conceptualization and activities that go into elevating
the status and image of a corporate name as a brand are typically
much broader in scope than those for product and service branding.
However, these different forms of branding can be meaningfully
correlated and take place simultaneously.
