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Meaning Corporate branding means associating the name of a corporation with the individual brand name in product marketing . usually to ensure that new product introductions will be more readily accepted. .
. includes the word "Disney" in the name of many of its products.Disney. for example.
Heinz is also one of the company .
y . y Creates simplicity: the ultimate identifier of the corporation.Why is corporate branding preferred? economies of scope: since one advertising campaign can be used for several products. y new product acceptance : potential buyers are already familiar with the name.
. and will not hurt the other brands of the company.Strategies used Three different strategies can be approached for corporate branding: y Branded identity : when a company uses different brands for their products that function independent from each other .If a brand is involved in a scandal it will only damage that brand. For example«.
For example« .y Endorsed brand identity: when an organization has a group of products or companies that it endorses with a group name and a common identity.
The strength is the simplicity and the potential for growth.y Monolithic brand identity : when a company uses only one name and one visual style for all it products. For example« .
.Negative Aspect However. this strategy may hinder the creation of distinct brand images or identities for different products. and may conceal different products' unique characteristics. An overarching corporate brand reduces the ability to position a brand with an individual identity.
logo.Corporate branding is not limited to a specific mark or name. y . y Any means by which the general public comes into contact with a specific brand constitutes a touch point that can affect perceptions of the corporate brand. y Branding can incorporate multiple touch points. customer service.These touch points include. treatment etc.