The average consumer believes that corporate branding is simply a catchy name and a colorful logo. Although these two elements are important, they are not the foundation of a brand.
Corporate branding is when a firm applies its name to a range of products and services. The product and the company become synonymous and ultimately referred to as the “Brand”. The firm can advertise several products simultaneously in a practice referred to as family branding or umbrella branding. Conversely, the same company can offer brands that do not include its corporate name.
A perfect example is Kraft Foods Inc. which has over 60 brand name products that are sold all over the world. Some of its most popular products use the Kraft name, such as Kraft Philadelphia Cream Cheese, while others, such as its chewing gums – Trident and Dentyne, do not.
By using corporate branding with a successfully marketed product, a company can familiarize consumers with its products to create brand loyalty. To consumers, corporate branding represents a level of quality that they have come to expect from the firm. They will anticipate that every product with the same brand name to have the same level of quality. As is the case with Kraft, quality has become synonymous across all of its brands and is the reason for its international success.
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