Corporate branding is word which refers to a company applying its name to a particular product. The product and the company name together become the brand name. The company can then advertise quite a few of its products under a single brand name. This process is referred to as family branding or umbrella branding. A strong corporate brand gives personality and value to the company and its products. It is also a sign of the company's culture, vision and values.
Strong corporate branding can furnish the new product or service with instantaneous reliability as well as importance that cannot be derived by any type of marketing campaign. This scenario is much similar to how a family's reputation can come before reputation of an individual family member. This creates prejudices about that person. This true nature may prove of the individual may prove insignificant if his family's standing is strong enough. This is exactly what happens within the corporate world. If the company has a long standing good reputation then even if one of its products fails there won’t be significant decline in its customers. This makes it really essential for any serious business, which wants its product offerings to be successful, in creating and shielding a powerful corporate brand.
The potency of a corporate brand is a trustworthy indicator of that company's financial value. Differentiating and spreading word about the product's exclusive value in the global marketplace has becoming more difficult and pricey these days. Along with these rising costs of R&D and advances necessary to create the products that really do offer something elite and different, just one expensive, unsuccessful branding or marketing campaign can mean bereavement. But if the company has a strong corporate brand then it is quite easy to recover from this loss.
Successful corporate branding empowers and directs the further growth of an already large brand portfolio. It showcases the company as very much rooted in sincere commitment to its customers.Good corporate branding can also help a company be more proficient with its budgets. With some inspiration, companies can influence a single corporate branding strategy to do the work of many costly marketing campaigns for separate products.
Corporate branding and corporate identity are two dissimilar terminologies. A corporate identity may include company's logo, design style, color scheme and tagline and it is an element of a corporate branding strategy. A sturdy corporate branding program ensures a reliable brand image and experience throughout an organization. Successful corporate branding strategy involves establishing a long-term image of the company, carving out distinct niches in the marketplace .It acts like a boost in the reach and recognition of the company and its leaders on a worldwide scale.
In short, to survive in a highly crowded marketing business having a powerful and sturdy brand is as good as winning half of the battle.